And the winner is… Best advert of the past 50 years announced

The NZ Marketing Association is excited to reveal the results of its “Vogel’s Toast to the Greatest Campaigns of the Last 50 Years” competition, celebrating outstanding New Zealand marketing campaigns. 

Nearly 12500 votes were cast by the public during the competition. Winners from each decade were announced at the Marketing Association’s 50th Birthday Party on October 22.

Overall winner

Toyota’s iconic “Bugger” campaign has been named the overall winner, resonating with Kiwis across the generations. This iconic ad, known for its humorous and relatable content, won numerous international and local awards. ‘Bugger’ holds the honour of generating the most complaints with the Advertising Standards Authority – “which equates to gaining great cut through” says John Miles, CEO of the NZ Marketing Association. Judges of the overall campaign couldn’t split second place for the 50 years and awarded a joint second for Mitre 10 Sand Pit and BASF Dear John.

Decade winners

The following campaigns emerged victorious in their respective decades:

• 1970s: The Great Crunchie Train Robbery (Runner Up – Hugo and Holly, KFC)
• 1980s: BASF’s “Dear John” (Runner Up Goodnight Kiwi – TVNZ)
• 1990s: Toyota’s “Bugger” (Runner Up Xmas Scorched Almonds – Nestle)
• 2000s: Mitre 10’s Sand Pit (Runner Up Kiwis Overseas – Vogel’s)
• 2010s: State Insurance’s “Nothing Gonna Break My Stride” (Runner Up Legend, Ghost Chips – NZTA)
• 2020s: Tina from Turners (Runner Up Lost Ticket – Lotto)

“These winning campaigns exemplify the creativity and cultural relevance that have defined New Zealand advertising,” said Miles.

“They’ve not only entertained us, they’ve become part of our national identity. They have achieved cut through by entertaining and putting a smile on people’s faces.”

A toast to creativity

The competition highlighted the importance of entertainment and risk-taking in advertising. Miles emphasised the need for modern marketers to embrace bolder approaches: “Memorable campaigns pushed boundaries and used humour to capture attention.”

Inspiring the future

These winning campaigns remind us of the power of storytelling and emotional connection in advertising. The NZ Marketing Association hopes to inspire a new generation of marketers to create equally impactful work. For more information and to view the winning campaigns, visit marketing.org.nz.

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