AUCKLAND, Today: Emotional storytelling and humour are still hitting the mark with Kiwi viewers, according to TRA’s June 2025 Favourite Ads survey. The study showcases what’s working best in a crowded ad market.
This round, Tina from Turners took the top spot. While the ad’s new, the character isn’t – and that mix of freshness and familiarity seems to be working.
ASB’s Ben and Amy and ANZ’s Sharma Family follow closely behind. It’s the first time since December 2023 that we’ve seen a shake-up in the top two.
Lotto makes a comeback after a year away, and Skinny joins the ranks for the first time. Other favourites sticking around include Tux, One NZ, PAK’nSAVE, Genesis and KFC.
“Humour continues to be a powerful creative shortcut to connection, and when brands combine this with distinctive brand assets and consistency over time, they’re reaping the rewards, seeing strong cut-through.” – Colleen Ryan
“New Zealanders clearly respond to advertising that entertains and builds on familiar characters or narratives,” said Colleen Ryan, Partner at TRA.
“Humour continues to be a powerful creative shortcut to connection, and when brands combine this with distinctive brand assets and consistency over time, they’re reaping the rewards, seeing strong cut-through.”
Ryan added, “It’s important to acknowledge that we shouldn’t automatically assume humour is the key to success though. Emotions are complex and an ad might make us feel something for many different reasons – a memory triggered, a heartwarming moment, a surprising outcome.”
“The significance is that our favourite ads capture attention and trigger an emotion, and emotion sells. These results are more than just a popularity contest – they’re a window into what works in a fragmented media environment.”
The takeaway for marketers? Keep things consistent, be emotionally engaging, and invest in creative that lasts.
- Full list and breakdown here: theresearchagency.com/favourite-ads
Share this Post
