Exclusive insights, investigative reporting and detailed analysis on topics impacting the advertising industry in New Zealand.
Another month, another round of TVCs hitting our screens and after feedback from New Zealanders, Colmar Brunton has crowned McDonald’s ‘Middle Seat’ spot by DDB the February Ad Impact Award winner.
Following public assessment of last month’s ads, Colmar Brunton says brands have set a high standard for the rest of the year. But only one could come out on top for January, and it was Air New Zealand that proved to have the most impact with its ‘Love’ video.
As the new year kicks off, we revisit 2016 one last time to congratulate The Warehouse for its November 2016 Ad Impact Award win for ‘Get that Christmas Feeling’.
My Food Bag’s ‘Delivering bags of goodness’ campaign came out on top in the latest round of Colmar Brunton’s Ad Impact Award, followed not far behind by Countdown’s ‘How good do savings feel?’ spot by Ogilvy.
September proved to be the month of storytelling, with many high quality adverts on our screens and Colmar Brunton finding the New Zealand public unable to pick a favourite out of New World’s ‘Little Garden’ and Bay Audiology’s ‘Hearing check’. In the end, the consumer research firm succumbed and gave both adverts September Ad Impact Awards.
2degrees has come out on top of Colmar Brunton’s August Ad Impact Award for its ‘Where does your data disappear to’ TVC, via Special Group and The Sweet Shop, which gets creative to explain mobile data to consumers.
After picking up a coveted Black Pencil last year, Colenso BBDO has kept the bar high, picking up a rare White Pencil at the D&AD Impact Awards 2016.
AMI released a new renters insurance policy in July with a winning TVC by Colenso BBDO to match. The quirky animated spot has been named July’s Ad Impact Award Winner for its entertaining delivery of the policy.
Another month, another round of ads competing for the audience’s attention. While Colmar Brunton said June provided a great variety, it was Kiwibank that took out top spot for its ‘First Savers’ TVC.
Cute won audiences over last month to see Huggies take out the Colmar Brunton Ad Impact Award for May.
Speight’s made use of Kiwi’s unfinished projects to win the Colmar Brunton Ad Impact Award for April.
We often say a true friend is one who will point out potentially embarrassing situations, like clothing malfunctions, but what about a service station? Z Energy has taken out Colmar Brunton’s March Ad Impact Award for its ‘Small things mean more’ spot about the importance of service and customer experience, highlighting how the staff can make everything easier for customers.
Briscoes’ ‘Xmas’ ad took out the top spot in Colmar Brunton’s overall Ad Impact award winners from 2015, successfully wooing audiences last year. Celebrating wins alongside the retailer are Vodafone and Dulux, which each nabbed a golden fist for the ‘most enjoyable’ and ‘most persuasive’ ads respectively.
The new Samsung S7 is set to be a success if the Samsung advertising is anything to go by, with ‘The next galaxy’ ad taking out the February Colmar Brunton Ad Impact award.
There are few things quite as inviting as the smell of freshly baked bread as you walk past a bakery. And while scent is not yet the easiest thing to incorporate into advertising, Bakers Delight’s ‘Labour of Love’ spot gave us a visual reminder of the freshly baked goodness available in their stores.
Old Mout Cider has nabbed a Colmar Brunton Ad Impact award for the month of December for its ‘not so sweet’ Hard Cider ad via Colenso BBDO, which the market research company says stood out from the noise of Christmas ads throughout the month.
The Briscoes Lady, known to her loved ones as Tammy Wells, has become something of an advertising legend, appearing as the face of the retailer for over 25 years. And despite spending so much time in front of the camera, it appears she hasn’t lost her touch, winning the latest round of Colmar Brunton’s Ad Impact Awards.
Dulux has won Colmar Brunton’s Ad impact award for October with its ‘Marker’ campaign, which uses the expertise of the Myth Busters duo to put their new wash and wear paint to the test.
The digital divide between generations is something that will presumably always be with us (and will be presumably always be equal parts entertaining and frustrating for the young folk who have to teach the oldies how to use new technology). But Vodafone reckons its tech ninjas can help. And its TV spot featuring a grandfather who is taught how to communicate with his grandson has taken out Colmar Brunton’s Ad Impact Award for September.
Air New Zealand’s big ‘where to next’ brand ad, featuring Gin Wigmore’s rendition of Tomorrow, has picked up the Colmar Brunton Ad Impact award for August.
Lotto Powerball’s poignant tale about a boy’s relationship with his father has pulled at the heartstrings of enough Kiwis to earn the spot Colmar Brunton’s Ad Impact award for last month.
At the beginning of June, Gregg’s released a high-energy brand ad that pulled its disparate product strings together. It was an explosion of colour that gave a nod to the brand’s cheeky heritage by showing a range of mischievous Kiwi characters using the products in their own unique way. And with each segment playing out to to an infectious backtrack, the ad was an audio-visual feast that made jelly, coffee, spices, hot chocolate and food pastes look like party essentials. The creative efforts of FCB and the production skills of Flying Fish have now caught the attention of the team at Colmar Brunton, who have awarded the spot the Ad Impact award for June.
The idea of multiple discovery is that “scientific discoveries and inventions are made independently and more or less simultaneously by multiple scientists and inventors.” It happened with the theory of evolution, it happened with the discovery of oxygen and it’s happened a lot in advertising, something James Hurman discussed in a story in Idealog a few years back. And, following on from the Vodafone spot that chronicled the struggles of a courier driver trying to locate the owner of a piglet named Piggy-Sue, BP and Ogilvy & Mather also pulled at the heartstrings with a 90-second spot that showed a motorcyclist going to extreme measures to reunite a bunny with its young owner. So won the battle of the lost creatures? According to Colmar Brunton’s Ad Impact research for May, it was BP that won out over Vodafone, despite being beaten to the punch by the telco.
AA Smartfuel and Air New Zealand were the recipients of Colmar Brunton Ad Impact awards for March and April respectively. Air New Zealand doing so through its TVC promoting its retrospective exhibition at Te Papa in celebration of its 75-year history, and AA for its loyalty card offer illustrated through the eyes of a charming taxi driver.