Most creative and effective ads in Australia and NZ revealed by Kantar analysis
Air New Zealand, Pepsi and Booking.com were among the top 10 brands to produce the most creative and effective ads in 2022, according to a Kantar analysis – but the winning work at the top of the list was a bittersweet one.
Cadbury Dairy Milk’s campaign developed by VCCP was ranked the most creative and effective ad in Australia and New Zealand in 2022.
“This ad delivers emotion with the deftest of touches,” Kantar’s comment on the campaign said. “We believe and imagine, and therefore the emotional content can work to its best effect.
The methodology was based on testing conducted in 2022 of more than a quarter of a million TV ads from Kantar’s AI-enabled LINK database.
Each ad is characterised by the strength of a powerful creative idea, lending the brand campaign transversality across screens and platforms, said head of creative at Kantar Australia and APAC, Irene Joshy.
“The idea could be one that helps bring alive the differentiation of the product and its experience or celebrating the role of the brand in key consumer moments. Regardless, these ads have helped the brand stand apart through the power of a creative idea that is simple, intuitive and ownable by the brand.
“When the creative is rooted in a simple and ownable idea, brands do not need to struggle for consumer attention or worry about the ever populous and noisy media landscape.”
See the full list here:
- Mondelēz – Cadbury: Dairy Milk Garage 15’’ (Australia) VCCP
- Air New Zealand: A Better Way to Fly Premium Economy with Air New Zealand 30” (Australia) Blockhead VFX, True, Vision Thing
- Accolade Wines – Grant Burge: Dylan Make Your Mark 30” (Australia)
- PepsiCo: Bubly vs Buble 30” (Australia) Goodby Silverstein & Partners
- Booking.com: Idris Says Things 30” (Australia) Horses and Mules
- Heineken: Heineken Credentials 30” (New Zealand) Le Pub, Saatchi & Saatchi
- Google Pixel: Google Pixel 60” (Australia) 1st Ave Machine, NYC
- Suncorp – Shannons: Whatever You Ride Compilation 30” (Australia) Frank Moore Advertising, Horizon Films
- Asahi – Asahi Super Dry: Unusual 15” (Australia) Dentsu McGarryBown
- Unilever – Hellmann’s: Franklin Manifesto 30” (Australia) Hogarth
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The headline should read: .
‘Kantar’s most effective and creative ads in Australia and NZ’,
or
‘Most effective and creative ads in Australia and NZ’ according to Kantar.’
The list is simply Kantar’s opinion. It’s not an indisputable fact.
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this is absurdism
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Yawnville
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