What makes an ad iconic? Vegemite and ‘Not Happy Jan’ top new list
Still from Clemenger BBDO's 'Not Happy Jan' Sensis ad
Nostalgic ads from enduring brands such as Vegemite, Cottee’s cordial and Aeroplane Jelly have topped a list tracking the brands and campaigns people recall from childhood.
Vegemite’s catchy “Happy Little Vegemites” – originally from JWT in 1954, but used in various iterations since – topped the list for recall.
The research was conducted by Cubery, via a panel compiled by Pure Profile. Around 1,000 Australians over 18 were asked to recall the ad they remembered most from childhood, and what made it stick with them.
25% of the respondents cited Vegemite, followed by 19% for the Reading Writing Hotline (1300 655 506), and BBDO’s 2000 ‘Not Happy Jan’ campaign for the Yellow Pages. Brands with prominent jingles, such as Aeroplane Jelly (9% recall) and Cottee’s (7%) rounded out the top five.
The ads Australian adults remember from their childhoods (Cubery)
Wil Logan, senior consultant at Cubery, told Mumbrella there were certain ads he was expecting to see on the list.
“I am a very typical Aussie Millennial it seems, a lot of my standout childhood ads featured heavily – Cottee’s, Lube Mobile, and Paul’s Milk were my early predictions before the results rolled in,” he said.
“That said, I was surprised to see Carlton Draught’s ‘It’s A Big Ad’ not feature more prominently on the list. I remember that being one of the first viral videos on Youtube shared around my class.”
He also noted the role of music, jingles and humour in the enduring ads, and speculated how this may play out for the longevity of current campaigns.
“What the research underlines is that the themes that made the memorable ads of the past are just as relevant today,” he told Mumbrella.
“So with that in mind I think that Furphy’s ‘Unbelievable Kick’ or Oak’s ‘Hungry Thirsty’ campaign have the power to utilise that relatable local flavour to stay in Aussies’ minds for years to come. And KFC’s ‘Did Someone Say KFC/I Don’t Care’ campaign is one hell of an earworm. Maybe the next gen will be ironically doing the Telstra whistle walk as some kind of retro throwback.”
He added: “By going back to the very beginning to see which ads have endured in Aussies’ collective memories, it helped us identify the underlying themes that advertisers of today can learn from.”
Matt Gray, general manager of brand and innovation at Bega Group which owns Vegemite, said in press release: “Vegemite is the nation’s not-so-secret weapon. From brekkie to bold ideas, it has been making Aussies mitey for generations. Thanks to the legends who voted for ‘Happy Little Vegemites’. We’re proud to be part of your memories and sitting at your table each day.”
