The survey is simple, and asks a nationally representative sample of over 1,000 people a simple, unprompted question; “What is your favourite ad on TV at the moment?” People were also asked why they like it and how it makes them feel. The most frequently mentioned favourites make up the top 10 list.
NEW ZEALAND’S 10 FAVOURITE ADS IN APRIL 2022
1. Trustpower – Meant to be Together/Four Legs Good
2. Westpac – Together Greater
3. ASB – Ben and Amy
4. McDonald’s – General promotions
5. ANZ–We Do How
6. V Energy – Can You Feel It
7. Waka Kotahi NZ Transport Agency – Safe Limits
8. Cadbury – Mum’s Birthday
9. KFC – General promotions
10. Mitre 10 – With You All The Way
By looking at the themes across the favourite ads, and speaking to the marketers behind those ads, we can share key learnings about how to craft remarkable, rewarding brand stories that get remembered and ultimately translate to sales results.
By applying TRA’s Creative Edge Framework to each of the public’s favourites, the strength of the ad’s execution was able to be assessed.
THE ‘THREE R’S’ OF CREATIVE EDGE MEASURE HOW LIKELY AN AD IS TO:
• Grab people’s attention (Remarkable);
• Entertain them (Rewarding); and
• How strongly the brand was
