{"id":388057,"date":"2026-04-20T01:56:07","date_gmt":"2026-04-20T01:56:07","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/388057\/"},"modified":"2026-04-20T01:56:07","modified_gmt":"2026-04-20T01:56:07","slug":"one-nzs-lets-get-connected-tops-new-zealands-favourite-ads-the-research-agency-campaign-brief-nz","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/388057\/","title":{"rendered":"One NZ\u2019s \u2018Let\u2019s Get Connected\u2019 tops New Zealand\u2019s Favourite Ads \u2013 The Research Agency \u2013 Campaign Brief NZ"},"content":{"rendered":"

\t\t\t April 20 2026, 1:14 pm | BY Ricki Green | No Comments<\/a><\/p>\n

\t\t\t\t\t \t\t<\/p>\n

\t\t\t\t\t \tHumour has emerged as the leading feature of New Zealand\u2019s favourite ads on TV, with One NZ\u2019s \u201cLet\u2019s Get Connected\u201d campaign via McCann NZ (previously FCB Aotearoa) taking top spot according to new findings from insights and market research agency, The Research Agency (TRA).<\/p>\n

\u00a0<\/p>\n

TRA\u2019s latest Favourite Ads study, based on a nationally representative sample of 1000 New Zealanders, asked a simple, unprompted question: \u201cWhat is your favourite ad on TV at the moment?\u201d The results reveal not just what audiences enjoy, but which campaigns are genuinely cutting through in a crowded media landscape.<\/p>\n

Across this summer\u2019s top-performing ads, humour is a consistent and powerful driver of attention, memorability and brand impact. From character-led storytelling to light, relatable moments, every ad in the top five uses humour as a central creative device.<\/p>\n

In TRA\u2019s latest study, conducted in February and March 2026, \u00a0the top spot was awarded to One NZ\u2019s \u201cLet\u2019s Get Connected\u201d platform;\u00a0 followed by the irrepressible \u201cTina from Turners\u201d in second place created by David (DT) Thomason, Darryl Parsons, Kim Thorpe and Olivia Woodroffe.<\/p>\n

\t\t\t\t\t \t\t<\/p>\n

ASB\u2019s long-running \u201cBen and Amy<\/a>\u201d series taking third spot via Droga5; followed by ANZ\u2019s \u201cSharma Family\u201dvia TBWA\\NZ; and New World\u2019s \u201cTrue Stories\u201d via McCann NZ (previously DDB Aotearoa) taking the fifth and final spot.<\/p>\n

TRA Business Director Phil Mecredy said the findings reinforce the role of humour as a highly effective, but often underestimated, creative strategy: \u201cHumour is doing much of the heavy lifting in New Zealand\u2019s most effective ads right now. It\u2019s not just about making people laugh. It\u2019s about creating something that people notice, enjoy and remember.<\/p>\n

\u201cIn a market where attention is increasingly hard to earn, humour gives audiences a reason to engage. When it\u2019s grounded in recognisable, everyday experiences and clearly connected to the brand, it becomes a powerful driver of long-term memory and impact.\u201d<\/p>\n

Says Georgia Mahaffie, GM Brand and Marketing, One NZ: \u201cHonestly, the whole Brand and Marketing team is absolutely stoked with being number one, this campaign was all about connecting with NZ and showing how important connection is. NZ has some great campaigns, so to be at the top of the list is humbling.\u201d<\/p>\n

The study also highlights the importance of cultural relevance, with top-performing campaigns consistently reflecting a distinctly Kiwi sense of humour. Rather than relying on exaggerated or divisive stories, the work that resonates most draws on familiar situations, inclusive storytelling and a lightness of touch that feels authentic to Kiwi audiences.<\/p>\n

Campaigns such as Turners\u2019 long-running \u201cTina from Turners\u201d platform and ANZ\u2019s character-led storytelling demonstrate how humour can be used to build enduring brand platforms that strengthen over time. Familiar characters and consistent creative worlds reduce the effort required for audiences to engage, allowing each new execution to land more quickly and effectively.<\/p>\n

The research further shows that humour is most effective when it is tightly integrated with brand and product messaging. Ads that seamlessly weave distinctive brand cues into the narrative are more likely to be correctly attributed and remembered, ensuring the creative work translates into commercial impact.<\/p>\n

Mecredy said consistency plays a critical role in amplifying the effectiveness of humour over time: \u201cMany of the strongest-performing ads aren\u2019t one-offs. They\u2019re part of long-running brand platforms that audiences already understand. Rather than wearing out, these campaigns stay top of mind. Over time, they build stronger memory structures and deeper brand associations, which is what ultimately drives effectiveness.\u201d<\/p>\n

The findings come as TRA\u2019s broader research into playfulness shows brands have increasing permission to embrace humour, provided it reflects shared experiences and remains culturally relevant. Kiwi are more receptive to work that is self-aware and inclusive, while being less tolerant of humour that feels out of step or at someone\u2019s expense.<\/p>\n

The Favourite Ads study is underpinned by TRA\u2019s Creative Edge framework, which identifies Remarkable, Rewarding and Remembered as the core principles of memorable advertising.<\/p>\n

Mecredy said while there is no single formula for success, CMOs should consider that humour in New Zealand consistently stands out as a driver of success: \u201cThe most admired ads don\u2019t just make people laugh. They use it as a vehicle for storytelling and meaning. When done well, humour doesn\u2019t just entertain; it helps brands stay front of mind and builds lasting connections with audiences. That\u2019s what turns an ad into a favourite.\u201d<\/p>\n

TRA\u2019s Favourite Ads survey is conducted regularly across Australia and New Zealand, with latest research undertaken 11 February \u2013 22 March 2026.<\/p>\n

TRA thanks Dynata, panel partner for the Favourite Ads research.<\/p>\n

\u00a0<\/p>\n

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