Telstra.
Telstra and Australian Retirement Trust maintained the top two positions on the Cubery Hot List for the June quarter 2026, with Youi's Savers Showcase entering the rankings for the first time to claim third place, pushing Allianz's Flight of the Finch down to fifth.
The Cubery Hot List measures advertising memorability based on spontaneous consumer recall, asking Australians each week to name a recent ad that has stuck with them.
The latest results are aggregated from about 10,000 responses per wave across Australians aged 18 and over.
Youi's infomercial-style campaign, led by comedian Ed Kavalee and co-host Narelle, generated a polarising but effective response.
Bankwest (7th) and Didi (10th) also maintained prominent positions through unconventional creative approaches.
Wil Logan, senior consultant at Cubery, said Youi's success came despite dividing opinion.
"Alongside heavy media spend, key to Youi's success was its strong but polarising emotional response, with half of people loving it and the other half finding it annoyingly memorable,” he said.
"What's important, though, is that while half of us might hate the approach, the brand's unmistakable role means Youi is being successfully lodged in people's memories. And that is what's crucial for driving short- and long-term commercial outcomes.”
Logan said the results reinforced that creative success was not measured by how positive the emotional reaction was, but by whether the ad was ultimately remembered.
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