Credit: Australian Retirement Trust
The final quarter of 2025 saw a new leader emerge as the nation’s most unforgettable ad, according to creative effectiveness consultancy Cubery.
Australian Retirement Trust’s long running ‘Awaken Your Super’ campaign displaced Telstra’s 'Wherever We Go' as Australia’s top campaign.
"What’s great about A.R.T.’s long-term conviction is that they now have a character that they can undeniably call their own,” said Cubery senior consultant Wil Logan.
“With this crucial branding element safe in their back pocket, A.R.T. is now afforded greater creative flexibility, safe in the knowledge that the brand will be instantly triggered every time the big blue monster makes an appearance.”
Allianz’s ‘Flight of the Finch’ was the top performing insurance creative for 2025 and second in Q4.
Third place was Telstra’s ‘Wherever We Go’ campaign, followed by its ‘Scammegeddon’ campaign.
For the banking sector, CommBank's ‘Doubt Never Did’ achieved highly, while the ‘Just Enough Bank’ from Bankwest 'punched above its weight.' NAB’s ‘More than Money’ rounded out the Top 3.
Finally, the launch campaign for the KIA Tasman overthrew Toyota’s ‘In a Pickle’s bog hole and Mitsubishi’s collaboration with Russell Coight.
“Of course, a brand’s advertising doesn’t just compete with other brands in its own category, it’s fighting against every piece of creative out there in order to attract attention and leave a mark,” Logan said.
“That said, it’s still useful for brands to see how they stack up against their competitors in order to give themselves the best chance of being thought of when people ultimately enter the category.”
The Top 10 most unforgettable ads:
1. Australian Retirement Trust, Awaken Your Super, 22%
2. Allianz, The Flight Of The Finch, 22%
3. Telstra, Wherever We Go, 18%
4. Telstra, Scammageddon, 8%
5. Commonwealth Bank, Doubt Never Did, 7%
6. DiDi, Yes, I DiDi, 7%
7. RACQ, You With RACQ?, 5%
8. Bankwest, Just Enough Bank, 4%
9. Budget Direct, Balloons, 3%
10. Telstra, Together Is For Christmas, 3%
Top 3 performing ads by industry:
Banking
1. Commonwealth Bank, Doubt Never Did
2. Bankwest, Just Enough Bank
3. Nab, More Than Money
Insurance
1. Allianz, Flight Of The Finch
2. RACQ, You With RACQ
3. Budget Direct, Balloons
Automotive
1. Kia, Tasman.
2. Toyota, In a Pickle.
3. Mitsubishi Motors, Nothing Can Frighten a Triton.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.