This cinematic ad has captured the hearts and minds of everyday Aussies.  Through emotive storytelling, the ad acts as a metaphor for Allianz brand promise – a commitment to providing unwavering support during life's uncertainties. The visual symbolism and sweeping emotional tone are memorable for the category, differentiating without reverting to category-confusing tropes of accidents and natural disasters.  

Despite being Australia’s favourite ad, our results did find a lack of brand attribution to Allianz. This could be due to the newness of the communications or a lack of brand codification in the ad. Over time, we expect the eagle to become a more salient asset, but we are in the early days of this journey.

Telstra’s “Wherever we go” campaign reframes connectivity as something deeply human. The variety of executions and distinctive brand look have quickly burrowed into the hearts and minds of Australians.  

The ad marks a shift away from grassroots storytelling in Telstra’s previous campaign, ‘This is Footy Country’, and signals a refreshed brand identity with broader cultural appeal. It’s a creative execution that doesn’t just capture attention but reinforces Telstra’s core promise – being a trusted partner, wherever life takes you.

Budget Direct’s “Insurance Solved” campaign works because it delivers a clear brand promise through bold, entertaining storytelling. The recurring trio of Sarge, Jacs, and their little dog Chief bring consistency, while the action-movie parody format creates instant impact. This character-based approach to brand advertising is expensive but is paying dividends for the brand.

Each instalment reinforces the brand’s dependability, making “Insurance Solved” not just a line, but a narrative device. It’s distinctive, repeatable, and unmistakably theirs.

Youi’s “Shop around” campaign strips things back to what feels real – a simple, relatable moment delivered with understated humour. In the 'Hair cut' spot, two mates chatting about insurance becomes a smart metaphor for knowing when something’s not the right fit. The punchline lands quietly but effectively, with one mate realising his haircut (and maybe his insurer) isn’t working. It’s the light touch, no stunts, no spectacle that makes the message stick. Youi’s personalised offer is brought to life through an everyday truth, making the brand feel grounded, human, and refreshingly honest. The commitment to a distinctive visual style and tone is an effective strategy, making it clear this is a Youi ad without overuse of logos and more deliberate assets.

RACQ’s “You with RACQ?” campaign uses animated Aussie animals to bring everyday conversations to life with a uniquely Queensland twist. In the ‘Water Dragons’ version, we see local humour combine with familiar scenery. The approach is disarmingly simple, using charming animation and subtle, affectionate banter to reflect the larrikin spirit of the community. The line “You with RACQ?” is woven seamlessly into the conversation, helping build brand recognition through repetition while staying true to the easy-going tone of the characters. It’s distinctive, warm, and unmistakably Queensland.

A consistent Aussie favourite, ALDI’s “Good Different” campaign turns a clear strategy into standout creative. It blends surreal, unexpected humour with sharp insights about real customer experiences. The brand’s knack for capturing those ‘so true’ moments and reflecting them in quirky, layered ways makes the ads not just entertaining, but highly relatable for audiences.  

It seems ALDI has managed to become a culturally resonant brand for Australians – a significant feat for a distinctly European proposition.

KFC Australia’s “FLG” campaign puts a fresh twist on the iconic “It’s Finger Lickin’ Good” slogan. Using energetic visuals and cheeky storytelling to hint at the acronym before revealing its full meaning, it’s a smart evolution of the original line.  

Over the years of Aussie ads measurement, we have observed KFC evolve from one platform to the next, while maintaining consistency in brand look and feel. One wonders whether these evolutions are required at all, and if repetition of well-liked and established creative would have the same or better impact.

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Once again HBF’s ‘Quokkas’ comes in at number eight and the campaign sticks because it knows the power of simplicity done well. In a category that’s usually rational and serious, it uses charm, warmth, and repetition to land a clear message – HBF puts members first. The animated quokkas are more than just cute, they’re distinctive brand assets that have built consistency and emotional connection over time. The campaign doesn’t try to outsmart the audience; instead, it creates a world that’s fun to return to.

AAMI’s ‘When Australia happens’ campaign pairs the calm, nostalgic tones of “My Country” with scenes of everyday chaos – floods, fender benders, freak storms – it creates an immediate and memorable contrast. The result is both cinematic and grounded, showing that when things go wrong, AAMI shows up. It takes a familiar brand line and gives it emotional weight. It’s dramatic without being overdone, modern without losing legacy and by anchoring it all in “Lucky you’re with AAMI,” the campaign turns a long-standing tagline into a felt experience.

The Specsavers’ ‘Should have gone to Specsavers’ series delivers a simple message with sharp, unmistakable humour. In the “Orchestra” spot, a man mistakes two bald heads for a drum kit. It’s absurd, relatable, and exactly what we’ve come to expect from the brand. The formula hasn’t changed, and that’s the point – it’s the consistency that makes the payoff so satisfying.