TRA’s survey reveals New Zealand’s favourite ad campaigns

AUCKLAND/SYDNEY, Today: New Zealanders have spoken: the top 10 favourite ads have been revealed, with ASB’s Ben & Amy and ANZ’s Sharma Family securing the #1 and #2 spots again. These results highlight the power of consistent and recognisable brand ideas.

The quarterly Favourite Ads Survey, conducted by leading insights agency TRA, gauges the nation’s top television ads based on spontaneous recall and sentiment. Over 1,000 Kiwis aged 18 to 60 provided candid feedback for the latest rankings.

TRA’s Head of Strategy, Carl Sarney, credits this ongoing success to strategic consistency.

Sarney said, “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.”

“The top ads aren’t always laugh-out-loud funny, but they bring entertainment and give people a reprieve from the ordinary.” – Carl Sarney

TRA’s proprietary Creative Edge framework helps evaluate the strength of each ad’s creative execution. It focuses on the ‘three R’s’: how Remarkable an ad is, how Rewarding it feels, and how strongly the brand is Remembered.

While ASB and ANZ have held their positions since December 2023, this quarter introduced four debut ads (Tux, One NZ, The Warehouse, and Specsavers) to the rankings. Meanwhile, returning brands like PAK’nSAVE, KFC, and Turners shifted positions but stayed within the top 10.

The results also showed stability for three ads—ASB, ANZ, and Genesis—which maintained their rankings without change.

Sarney added, “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. Playfulness can be a powerful tool for making a brand enjoyable and memorable.”

The rankings reflect Kiwis’ love for campaigns that combine storytelling with playfulness, reinforcing the value of long-term investment in creating memorable, beloved ads. While familiar names led the list, the debut ads stood out by excelling in Remarkability, Rewarding quality, and brand Remembrance.

NZ’s Top 10 Ads of the Quarter

1. ASB Ben & Amy [No change in rankings] 
2. ANZ Sharma Family [No change in rankings] 
3. Tux Feeding the kiwi in all our dogs [New to list]
4. One NZ Let’s get connected [New to list]
5. Genesis George and family [No change in rankings] 
6. PAK’nSAVE Stickman [-2 places]
7. KFC The power of KFC [+1 place]
8. Turners Tina from Turners [-5 places]
9. The Warehouse You’ll find it at the Warehouse [New to list]
10. Specsavers Should’ve gone to Specsavers [New to list]

Top four debut Favourite Ads:

1. Tux – “Feeding the kiwi in all our dogs”
   Celebrating its 70th anniversary, Tux reintroduces its iconic jingle, “Tux keeps ‘em full of life,” and brings it to life through “Bjorn,” a city dog adapting to rural life. With strong Kiwi cultural cues and an endearing storyline, this ad embraces New Zealand’s love for nature and humour, securing its place in the rankings.
2. One NZ – “Let’s get connected”
   Featuring quirky characters on a journey to connection, this ad uses playfulness to demonstrate One NZ’s offerings. The storyline effectively links the service benefits with brand identity, making it a compelling, memorable campaign.
3. The Warehouse – “You’ll find it at the Warehouse”
   This ad revitalises the classic tune “Mambo No. 5” in a vibrant family-centered story, with a catchy song and playful narrative. The family’s interactions with The Warehouse’s offerings make it an engaging showcase for the brand, extending across multiple media touchpoints, including digital and in-store.
4. Specsavers – “Should’ve gone to Specsavers”
   The enduring “Should’ve Gone to Specsavers” tagline resonates with Kiwis, with many survey respondents citing the entire campaign rather than a specific execution. The ad uses locally relevant settings, such as outdoor scenes, tapping into New Zealanders’ love for the outdoors.

“This quarter’s rankings underscore that a thoughtful blend of entertainment and strategic commitment is key to winning hearts over time and reaffirm the value of creative consistency and brand playfulness in forging memorable connections with Kiwis,” said Sarney.