THE RESULTS ARE IN. TRA asked more than 1000 New Zealanders what their favourite TV ads are — and for a second time, ASB’s ‘Ben and Amy’ has come out on top. In partnership with Marketing Association, we also asked marketers for their opinions, so we could see how their picks compare with the rest of New Zealand’s.
As well as an unprompted survey question, we used our Creative Edge framework to evaluate the strength of the favourite ads’ creative execution. The ‘Three R’s’ of Creative Edge measure how likely an ad is to grab people’s attention (Remarkable) and entertain them (Rewarding), and how strongly the brand is linked to the creative idea (Remembered). Let’s find out how the top five ads,