Middle Seat a classy ride

EditorColmar Brunton's TVC Top10, TVCs, News Make a Comment

2017’s most likeable NZ tvc, McDonald’s Middle Seat (aka Stuck in the middle with you), unsurprisingly took out first place in the M+AD/Colmar Brunton in-depth March top 10 poll, with voters noting that its humour, music and easily relatable nature made it a firm favourite.

A smart ad – and one that’s clearly working its socks off.

Mitre 10’s classic Sandpit and Toyota’s The Real Road Experts were second and third, with humour once again playing a big part in these ads placing so high up on the list.

This month Saatchi & Saatchi reaps the rewards of its refreshed Toyota Believe campaign, with the latest interation charting immediately at #6. This listing also complete a remarkable treble for Exposure’s Kevin (Sandpit) Denholm.

Top 10 Ads in March 2017

1. McDonald’s Middle Seat, DDB, Scoundrel (dir Tim Bulloch)


2. Mitre 10 Sandpit, DraftFCB, Exposure (Kevin Denholm)


3. Toyota The Real Road Experts, Saatchi & Saatchi, Flux


4. Pak’nSave Stickman, FCB, Waxeye


5. Specsavers Campaign (agency & film company tbc)


6. Toyota Believe, Saatchi & Saatchi, Exposure (Kevin Denholm)


7. Vodafone Piggy Sue, FCB, Revolver (Steve Rogers)


8. Pam’s Masterchef Style, True, Exposure (Kevin Denholm)


9. HPA Tooth Fairy, Y&R, The Sweet Shop


10. Lotto Pop’s Gift DDB, The Sweet Shop (Steve Ayson)



1. McDonald’s Middle Seat

  • “It is funny and the kids remind me of a typical brother-sister relationship at that age.”
  • “The look on the little girl’s face is brilliant. I find it quirky and funny and the acting of that little girl is brilliant. It has the feel of that girl in the Addams family somehow.”
  • “Very funny.”
  • “Just because it’s funny.”
  • “My favourite, because I had two big brothers, and I can totally relate to her troubles. And it is funny.”
  • “It has humour and this great song is a perfect fit.”

2. Mitre 10 Sandpit

  • “I laugh every time I see it!”
  • “Well made. Humorous.”
  • “The kids are cute.”

3. Toyota The Real Road Experts

  • “It makes me laugh.”
  • “Possums with some humour. Great ad.”
  • “It makes me smile; it is well done and basically has nothing to do with the product they are trying to sell.”
  • “The reason I like them is the light heartedness and is funny. Also a bit different from the usual ads on TV.”
  • “The humour of the possums.”


The TV Top 10 is produced by Colmar Brunton (www.colmarbrunton.co.nz) exclusively for M+AD. Any reader may reproduce all or parts of it without authorisation – but we do ask for a M+AD/Colmar Brunton credit.

Colmar Brunton completed 1000 interviews online over a period of one week – from Wednesday 15 March to Wednesday 22 March for this report. Respondents were incentivised with Fly Buys points. The interviewees were all aged 18+ and the margin of error is +/- 2.6%.

To view all the M+AD/Colmar Brunton Top 10 charts for the past 12 months, click the Top10 button in the menu on the home page at www.mad-daily.com.