Who’s it for: Heinz Wattie’s by The Business
Why we like it: There is something very relatable about someone slurping up spaghetti on toast. It may serve as a throwback to childhood, or last night’s quick and easy dinner, as it’s a delicacy that has become engrained in Kiwi culture. And despite the slightly off-putting sound, you can’t help but want some spaghetti after watching this.
Who’s it for: Rebel Sport by Ogilvy
Why we like it: For many New Zealanders, the All Blacks are national heroes. They are who budding athletes look up to and many Kiwi boys aspire to be. By telling Malakai Fekitoa’s story, the ad couples the familiarity of a Kiwi childhood with the awe-inspiring tale of overcoming the odds. It’s this combination that allows the spot to resonate with consumers, while simultaneously challenging them to be best at they can possibly be. And while that won’t necessarily translate into a successful rugby career, it might manifest as the elation of scoring a goal with your mates in the last minute of an epic bout of seven-a-side.
Who’s it for: TrackSafe New Zealand and KiwiRail by Clemenger BBDO
Why we like it: It’s refreshing to see a campaign about paying attention at train crossing that doesn’t just rely on shock tactics, a way of working that Clemenger has been commended for. Not only will the moveable gates make pedestrians look up and notice their surroundings, we are sure they will enjoy playing with them too.
Who’s it for: Starship by Republik
Why we like it: This spot hopes to remind New Zealanders how much they rely on Starship to look after the nation’s children. To hear the familiar voices of news presenters reading out stories of sick and injured children makes the message even more resonant. Supported by a montage of shots featuring medical equipment, including drips, surgical scissors, beds and monitors, its enough to pull at the heartstrings of all those watching.