The classics rule in NZ

Editor Colmar Brunton's TVC Top10, TVCs, News Make a Comment

This month’s chart is bookended by two classic ads that feel like they’ve been around forever. Sandpit and Ghost Chips are living proof that creativity and humour – particularly Kiwi humour – are an unstoppable force.

Pak’n’Save’s Stickmen series is also a stayer that’s been popular for years. The secret here is the ad’s appealing simplicity, and FCB’s constant refreshes.

Two new spots this month – for Specsavers and the Health Promotion Agency’s stop-smoking ad.

1. Mitre 10 Sandpit, DraftFCB, Exposure (dir Kevin Denholm)
2. Telecom Giganaire, Saatchi & Saatchi, Curious (director Robin Walters)
3. Vodafone SuperNet Bowlcut, FCB, Robber’s Dog (dir Adam Stevens)
4. HPA Stop Before You Start, GSL Promotus
5. Specsavers Bingo
6. NZI Devil’s Chair, FCB, Assembly (dir Damon Duncan)
7. Purina Herding Cats, Assignment Group, Robber’s Dog (Adam Stevens)
8. Pak’n’Save Stickmen series, FCB, Waxeye (Paul James/Paul Carter)
9. 2degrees non-specific, Special Group.
10. NZTA Ghost Chips, Clemenger BBDO, The Sweet Shop (Steve Ayson).




1. Mitre 10 Sandpit

  • “The Mitre 10 ad with the two wee boys building the shed. I think it’s a classic ad which isn’t getting old and very very cute!”
  • “Funny and cute. Nice dig at Aussies”
  • “An old advertisement which has screened again recently. Always makes me laugh”
  • “an oldie but a goodie … it still makes me smile”
  • “Although this is an old ad, it is still a classic as it is funny and also represents our culture”


2. Telecom Giganaire

  • “A funny play on the whole ‘rich’ thing with a catchy tune”
  • “It is very, very funny and outrageous”
  • “It has catchy song we all sing along to.”
  • “Really catchy tune!”
  • “It has a catchy tune and I think it’s funny”


3. Vodafone SuperNet Bowlcut

  • “Vodafone – bowl cut and hose belt. Very funny and clever. Already integrating into our everyday humour and I understand immediately the purpose behind it”
  • “It’s funny and irreverent”
  • “I like it because it appeals to the younger generation, and it’s funny and clever”


4. HPA Stop Before You Start, GSL Promotus


5. Specsavers Bingo


6. NZI Devil’s Chair, FCB, Assembly (dir Damon Duncan)


7. Purina Herding Cats, Assignment Group, Robber’s Dog (Adam Stevens)


8. Pak’n’Save Stickmen series, FCB, Waxeye (Paul James/Paul Carter)


9. 2degrees non-specific, Special Group.


10. NZTA Ghost Chips, Clemenger BBDO, The Sweet Shop (Steve Ayson)


The TVC Top 10 is produced by Colmar Brunton ( exclusively for M+AD (however, anybody may reproduce all or parts of it without authorisation – but we do ask for a M+AD credit).

Colmar Brunton polled 1000 New Zealanders (aged 18+) online between Wednesday 2 July and Wednesday 9 July for this latest Top 10. Respondents were incentivised with Fly Buys reward points, and the poll has a margin of error of +/- 2.6%.


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