Telstra’s whistling earworm has retained its position as Australia’s most unforgettable commercial.
Creative effectiveness consultancy Cubery has released its September quarter hot list, ranking Australia’s most memorable ads, as recalled in a survey of consumers.
This quarter’s top 10 saw Telstra’s whistling earworm “Wherever We Go” (Bear Meets Eagle On Fire) maintain its position as the nation’s most unforgettable ad, but only just.
Allianz’s “Flight of the Finch” (Howatson+Company) closed the gap considerably to sit just behind in second place, with Australian Retirement Trust’s (M&C Saatchi) affable blue monster at third.
Overall, big, bold storytelling was the main theme.
CBA’s desert dream chasers, Didi’s fever dreamscape, and Telstra’s sci-fi spectacle all made their way into the Top 10, with Kia Tasman’s ever-expanding fictional township maintaining its place in the list.
“Of particular note was the vastly different strategies adopted by the best performing ads from an emotional standpoint,” said senior consultant at Cubery Caitlyn Ferruccio.
“From the universal warmth of Kia’s humorous storytelling and star-studded cast to the complete other end of the spectrum with Didi’s highly polarising ‘Yes, I Didi,’ it’s a reminder that advertisers have an almost endless array of emotions at their disposal for cutting through and getting noticed. There really is no ‘one size fits all’ solution.”
But big and bold isn’t necessarily a prerequisite for creating highly sticky, effective advertising.
“Sometimes, all that’s needed is a little down-to-earth relatability," said Ferruccio.
"Aldi’s ‘Everyday low prices’ is based on a simple insight that’s highly memorable because it plays into that dead-pan Australian humour, while RACQ and Bunnings have continued to focus single-mindedly on the community and reinforcing their local roots.”
The research was conducted via an online survey of Australians aged 18 and over, totalling about 5,000 responses. Participants were asked to spontaneously recall a recent ad they either loved or hated, indicate their sentiment toward it, and identify the brand behind it.
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