Auckland/Sydney, November 18, 2024 – In a celebration of creative storytelling and brand consistency, ASB’s “Ben & Amy” and ANZ’s “Sharma Family” have topped New Zealand’s latest list of favourite ads, as revealed by TRA’s quarterly Favourite Ads Survey. The results highlight the enduring power of recognisable brand ideas, with these two campaigns continuing to resonate deeply with audiences.
The survey, conducted by leading research and insights agency TRA, evaluates ad effectiveness based on spontaneous recall and sentiment. This quarter’s rankings reflect candid feedback from over 1,000 New Zealanders aged 18 to 60.
The Secret to Success: Creative Consistency
TRA’s Head of Strategy, Carl Sarney, attributed the success of these ads to strategic consistency. “Once again, we see a lot of the same brands (ASB and ANZ) claiming the top spots in the rankings. This continuity in performance reflects the power of sticking to the Creative Commitment principle. Brands that invest in a single recognisable brand idea over time, extend it across media channels, and maintain consistent media investment tend to lead in recall and positive sentiment,” said Sarney.
TRA used its proprietary Creative Edge framework, which focuses on the “three R’s”—Remarkable, Rewarding, and Remembered—to evaluate the strength of each ad’s creative execution. These elements determine how well an ad grabs attention, entertains, and ties its message to the brand.
New Entrants Shake Up the Rankings
While ASB and ANZ retained their positions, four new ads made a strong debut this quarter:
- Tux – “Feeding the Kiwi in All Our Dogs”
Celebrating 70 years, Tux brought its iconic jingle back with a story about “Bjorn,” a city dog navigating rural life. Strong Kiwi cultural cues and a charming storyline secured its position in the rankings. - One NZ – “Let’s Get Connected”
Quirky characters and a playful narrative showcased One NZ’s services, effectively linking the brand to a memorable storyline. - The Warehouse – “You’ll Find It at The Warehouse”
A vibrant family-centered ad revitalised “Mambo No. 5,” blending catchy tunes with an engaging narrative to highlight The Warehouse’s offerings. - Specsavers – “Should’ve Gone to Specsavers”
A timeless tagline paired with locally relevant outdoor scenes tapped into Kiwis’ love for nature and resonated with audiences.
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The Role of Playfulness in Memorable Campaigns
Sarney noted a shared characteristic among the top ads this quarter: a spirit of playfulness. “This quarter’s leading ads share a spirit of playfulness. In challenging times, ads that spark joy by being playful rather than strictly humorous have a unique appeal. The top ads aren’t always laugh-out-loud funny, but they bring entertainment and give people a reprieve from the ordinary,” he explained.
The rankings underscore the importance of blending strong storytelling with lightheartedness to create memorable, long-term connections with audiences.
About TRA
TRA is a leading research and insights agency specialising in understanding consumer behaviour through innovative methodologies. Its quarterly Favourite Ads Survey is a testament to the power of data-driven insights in shaping effective advertising strategies.
