Humour leads the way in Aotearoa's favourite ads

Humour has emerged as the leading feature of New Zealand’s favourite ads on TV, according to new findings from The Research Agency.

TRA’s Favourite Ads study is based on a nationally representative sample of 1000 New Zealanders. It asks a simple, unprompted question: “What is your favourite ad on TV at the moment?”

The most recent study, conducted in February and March 2026, sees One NZ’s ‘Let’s get connected’ take out the top spot.

Turners’ ‘Tina from Turners’ is in second followed by ASB’s long-running ‘Ben and Amy’, ANZ’s ‘Sharma family’ and New World’s ‘True stories’.

One NZ GM brand and marketing Georgia Mahaffie says the brand and marketing team is stoked to be number one.

“This campaign was all about connecting with New Zealand and showing how important connection is. New Zealand has some great campaigns, so to be at the top of the list is humbling.”

Consistent and powerful

Across this summer’s top-performing ads, humour was found to be a consistent and powerful driver of attention, memorability and brand impact, says TRA. From character-led storytelling to light, relatable moments, every ad in the top five uses humour as a central creative device.

TRA business director Phil Mecredy said the findings reinforce the role of humour as an effective, but often underestimated creative strategy.

“Humour is doing much of the heavy lifting in New Zealand’s most effective ads right now. It’s not just about making people laugh. It’s about creating something that people notice, enjoy and remember,” Mecredy said.

“In a market where attention is increasingly hard to earn, humour gives audiences a reason to engage. When it’s grounded in everyday experiences and clearly connected to the brand, it becomes a powerful driver of long-term memory and impact.”

Distinctly Kiwi

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, says TRA.

Campaigns such as ‘Tina from Turners’ and ANZ’s ‘Sharma family’ 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.

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.

Consistency is critical

Mecredy said consistency plays a critical role in amplifying the effectiveness of humour over time.

“Many of the strongest-performing ads aren’t one-offs. They’re part of long-running brand platforms that audiences already understand.” he said.

“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.”

The findings come as TRA’s 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’s expense.

A vehicle for storytelling

The Favourite Ads study is underpinned by TRA’s Creative Edge framework, which identifies remarkable, rewarding and remembered as the core principles of memorable advertising.

Mecredy says while there is no single formula for success, CMOs should consider that humour in New Zealand consistently stands out as a driver of success.

“The most admired ads don’t just make people laugh. They use it as a vehicle for storytelling and meaning. When done well, humour doesn’t just entertain; it helps brands stay front of mind and builds lasting connections with audiences. That’s what turns an ad into a favourite.”

TRA’s Favourite Ads survey is conducted regularly across Australia and New Zealand, with latest research undertaken from February 11 to March 22 2026.

The research was supported by first-party data platform Dynata.