ASB’s Ben & Amy, ANZ Sharma Family, and One NZ’s Let’s Get Connected were among New Zealand’s top 10 favourite ads from Q4 2024.
Results from the quarterly Favourite Ads Survey by research and insight agency TRA rank the most popular television ads based on spontaneous recall and sentiment based on candid feedback from more than 1,000 Kiwis aged 18 to 60.
Maintaining its lead is ASB’s Ben & Amy, followed by ANZ Sharma Family and in third place, Let’s Get Connected for telco One NZ. In fourth place is Purina One’s Feeding the Kiwi in All Our Dogs, and rounding out in fifth is KFC with The Power of KFC.
One NZ – Let’s Get Connected
Turners Cars moved up two places to sixth with their ad featuring Tina, a play on the Queen of Rock ‘n’ Roll’s name, while PAK’nSave’s Stickman dropped one place to seventh.
New Zealand’s energy company Genesis’ ad, George and Family, had the biggest drop in the list, down three spots. Both making their return to the lists are NZ Post’s heartwarming Festive Fibs ad in ninth and McDonald’s Summer Driver in tenth spot.
Colleen Ryan, partner at TRA, attributes the recurring success of ads such as ASB’s Ben & Amy to strategic consistency. “It’s unsurprising to see the same brands continue to dominate favourite ads rankings. The human brain does a paradoxical thing, it favours familiarity but also alerts our attention to what’s new and different.
“That’s why we see brands who invest in a single recognisable brand idea over time build popularity and momentum while continuing to hold attention by introducing fresh creative ideas into familiar campaigns. We see this in the enduring love of ASB and ANZ’s campaigns.
NZ Post
To understand what it is about the creative executions that win favour, we use our proprietary Creative Edge framework to analyse ad success. The framework includes the ‘three R’s’; how likely an ad is to grab people’s attention (Remarkable), entertain (Rewarding), and how strongly the brand is linked to the creative idea (Remembered).
While ASB and ANZ have held the top 2 spots in their rankings since December 2023, this quarter the results also revealed a comeback for NZ Post and McDonalds.
On the changes in rankings, Ryan said: “The one to watch is One NZ’s ‘let’s get connected’ campaign that continues to climb the rankings. Just over three months from launch, it’s now in third place; that’s effective advertising at play.
“Kiwis admire people who live life in their own unique way, and this ad reveals a range of quirky characters on an entertaining quest to find belonging and connection. Since launch, we’ve seen these highly recognisable TV characters used across multiple media channels and brand touchpoints talking about the full range of One NZ products and services.”
Maccas
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