While the industry has been looking inward, we wanted to look outward to find out what Australians think. Advertising awards are a big deal in the industry, but what do viewers think?

To find this out, we asked a representative sample* of Australians a simple question: “What is your favourite TV ad right now?”

What we found may surprise you.

Insurance reigns supreme

While New Zealand’s top ten favourite TV ads are dominated by utilities and banks – it’s the insurance industry currently commanding Australia’s airwaves.

The Australian insurance market is very competitive, which motivates marketing teams to focus on brand building. The result is clear in our rankings: Three of Australia’s top ten favourite ads are from insurance companies: NMRA, AAMI and Budget Direct. In addition, when people mention Woolworth advertising, it is also often their insurance ads they describe.

It’s important to note that the three insurers in the top ten haven’t spent large, but instead have relied one an effective use of humour to cut through.

NMRA’s ‘Until then’, AAMI’s ‘Bargain regret’ and Budget Direct’s ‘Blown Away’ campaign were all memorable, engaging and humorous.

Budget Direct’s Chief Growth Officer Jonathan Kerr told Adnews Australia in January their primary aim brand recognition: "In a year where it’s likely that Aussies will be looking for the best possible value from their insurer, we wanted to remind everyone that we remain Australia’s most award-winning insurer.” It seems this strategy has worked: our survey respondents mostly mentioned the Budget Direct brand name, not a specific execution.

Cadbury takes out #1

The campaign taking out the top spot was far removed from the world of insurance, however. The favourite brand ad – by a large margin – was Cadbury.

Cadbury is no stranger to afore-mentioned glitzy awards. The famous Gorilla campaign won in Cannes in 2008, and this year the Shah Rukh Khan-My-Ad won the Grand Prix overall creativity award. It seems awards and general popularity, salience and likeability do match up for Cadbury. Though different ads are running in Australia, the work was a clear winner with twice as many people citing Cadbury as the next placed brand.

Two ads in particular captured the public's attention: a father leaving his chocolate for his daughter, and the "boy on the bus" ad.

When people described these ads, they used emotional words like "kind," "sweet," "loving," and "touching." This is a testament to the power of Cadbury's storytelling, which resonated with audiences on a deep level.

The campaign's success is also a reflection of the current climate. After a few tough years with COVID-19 lockdowns, people are craving acts of kindness and generosity. Cadbury's campaign tapped into this need and resonated with audiences on a personal level.

A small act of generosity can go a long way. Cadbury's campaign is a reminder that even the simplest gestures can have a big impact. It's also a reminder that the power of storytelling is still alive and well.

Damage control for Qantas

Qantas has taken a hit to the reputation as of late. An ACCC investigation into the sale of tickets on cancelled flights, complaints about poor service, high fares, blocking of competitors, high profits, and low pay rises for staff, have culminated in the resignation of the CEO and have undoubtedly damaged the brand's reputation.

It's a difficult decision to invest in a heartwarming advertising when the brand's behaviour is under the microscope. However, when Qantas moves beyond this unsavoury phase, it will need a brand that can make a compelling emotional connection to help repair the damage. It takes consistency to build a strong brand – and it seems Qantas are playing the long game.