Caitlyn Ferruccio.
Caitlyn Ferruccio, Senior Consultant at Cubery.
From the joyous twists and turns of my favourite childhood Christmas movie, The Grinch, to the latest news of my K-Pop idols, I’ve always been mesmerised by a good story. In ways that only great storytelling can, it’s the highs and lows, the endless possibilities, and the emotional connection to all sorts of different characters that is what gets me sitting up and paying attention.
And it’s something that I’m fortunate enough to see in my job on a daily basis, getting a glimpse into the most creatively disruptive and commercially effective advertising across Australia and New Zealand. Great storytelling that piques people’s interest, engages emotionally, and leaves a lasting mark is what makes advertising truly sing. But more than that, it’s about making the brand the focal point of these stories, in order to ensure that the emotions felt and memories formed are just as much for the brand as they are for the ad itself. Sounds simple, but that’s the whole purpose of advertising — right?
So, when the Q3 results dropped for The Cubery Hot List: Australia’s 10 Most Memorable Ads (a nationwide pulse check on the campaigns that are cutting through and sticking with people the most), it brought a smile to my face to see the power of memorable storytelling standing out like a sore thumb.
As an animal lover, Allianz’s “The Flight of the Finch” captivated me more than any other ad. Its poignant portrayal of protection — shown through the touching bond between a powerful eagle and vulnerable mother finch — brings me to tears every time I watch it.
But creative success is about more than simply placing an animal into a story and hoping for the best. It’s the pairing of a visually mesmerising narrative with a fitting soundtrack that amplifies an ad’s emotional peaks and troughs, resolving the build-up of tension faced by the characters in a way that pushes the brand to the front of people’s minds. It’s elements like these, all working together in harmony, that ensures long-term branded memories are able to take hold.
But while Allianz pulled at the heartstrings in the pursuit of memorability, the rest of the Top 10 demonstrated that this isn’t the only emotional strategy that can be leveraged in order to create advertising that sticks in people’s heads.
CBA’s “Doubt Never Did” created a sense of chaotic joy and energy through its big, bold desert rally storyline. On the other end of the spectrum was DiDi, who tapped into a whole new genre of storytelling; one that was reminiscent of a fever dream, but no less effective at sticking in people’s heads. Throw in a bit of lighthearted comedy courtesy of Telstra’s “Scamageddon” spectacle and it just goes to show that the entire emotional spectrum is available to advertisers in the pursuit of effectiveness.
And similarly to this wide array of emotions in an advertiser’s toolkit, characters can also come in all shapes and sizes — while being equally effective. The aforementioned alien overlords of Telstra were certainly unique and offer a potentially ownable device for Telstra to further build upon in future communications.
Or Australian Retirement Trust, whose affable blue monster not only brings a personable face to the superannuation giant, but also creates a distinctive brand asset that can be called upon at any moment to make A.R.T. instantly identifiable. The same goes for Bunnings’ friendly staff, Kia’s collection of outback celebrities, and even RACQ’s talking local wildlife; all characters featured in the Top 10 ads that help keep the advertiser at the forefront of people’s minds.
Ultimately, the opportunities for advertisers to explore diverse worlds, narratives, and characters are limitless. That’s why, as a creative community, we should push back on the notion that there’s a one-size-fits-all approach to emotion or strategy. As the Top 10 ads demonstrate, variety is not a weakness — it’s our greatest creative advantage.