Ad of the month: Australia loves ANZ’s battling families
An ad for ANZ created by Whybin\TBWA Melbourne featuring two similar families inspecting a potential house for purchase was the public’s favourite ad last month.
http://youtu.be/pWJJKyKKrxs
Compiled by Mumbrella’s sister title Encore, the ad of the month is based on an online survey of 1,000 Australians. In the survey, analysed by research firm The Acid Test, using a representative panel provided by Pure Profile, consumers were asked to choose their favourite ad from a shortlist of 10 ads which have run on TV or online.
Grant Bell from The Acid Test said: “Middle Australia has spoken. The ANZ Buy Ready ad is the clear winner this month. Three ingredients were consistently mentioned by respondents as reasons for liking the ad. First, the setting was believable and one most people have been in or can relate to. Second, the characters in the families were real and familiar. Finally, the subtle humour builds over the ad with a clever punchline.”
Each of the 1,000 survey respondents saw a random set of three ads and each ad was seen by an average of 300 people. The percentages below reflect the number of people that chose the ad as their favourite in the set.
The shortlist
#1 – ANZ – Whybin\TBWA Melbourne (52 per cent)
http://youtu.be/pWJJKyKKrxs
#2 – Crown Lager – Clemenger BBDO Melbourne (38 per cent)
#3 – KFC – Ogilvy Sydney (34 per cent)
#4 – Vodafone – Ogilvy Sydney (34 per cent)
http://youtu.be/_qMbHe4w2dI
#5 – Red Rooster – 303 Lowe (31 per cent)
#6 – Devondale – DDB Melbourne (31 per cent)
http://youtu.be/9ckaSxpc0AE
#7 – Hotels.com – Host (30 per cent)
http://youtu.be/Py5-XKL30Yg
#8 – Hahn Super Dry – Whybin\TBWA (29 per cent)
http://youtu.be/Hm7VlQLgIBo
#9 – IKEA – The Monkeys (28 per cent)
http://youtu.be/KoBl3J7tXoY
#10 – Meat and Livestock Australia – Lamb – BMF Sydney (24 per cent)
http://youtu.be/JV7YIox_86I
The top three ads by demographic:
18-to-39
#1 – ANZ (51 per cent)
#2 – Red Rooster (42 per cent)
#3 – Crown Lager (35 per cent)
18-to-49
#1 – ANZ (46 per cent)
#2 – Red Rooster (40 per cent)
#3 – Crown Lager (35 per cent)
25-to-54
#1 – ANZ (48 per cent)
#2 – Crown Lager (38 per cent)
#3 – Vodafone (38 per cent)
The ad of the month is bought to you by:
