Creative effectiveness consultancy, Cubery, has released a quarterly ranking of Australia’s most memorable advertisements, with Telstra’s ‘Wherever We Go’ taking out the top spot for Q2 2025, mentioned by 28% of survey respondents.

However, the campaign exhibited a polarising sentiment, with 51% of respondents expressing love for the ad, while 49% expressed dislike. Allianz’s ‘The Flight of the Finch’ followed in second place, with 15% of mentions and a notably positive sentiment, as 93% of respondents loved it.

The research, which took place over the second quarter of 2025, was based on an extensive survey of around 5,000 Australians. Participants were asked to recall advertisements they either loved or hated, with the study providing a ranking of the Top 10 most recalled ads, alongside a love/hate sentiment score to gauge emotional resonance.

The study underscores the significance of character-led narratives and soundtracks in enhancing ad memorability. Cubery, founded in 2016, is recognised for assisting brands in creating effective advertising through research and technology. The study is described as a new barometer for marketers and agencies, offering insights into which advertisements are resonating with Australians.

The research was conducted online, targeting Australians aged 18 and over, thereby capturing a broad cross-section of the population. The announcement of the study’s findings is under embargo until July 16, 2025, at 6:00 am AEST.

Senior Consultant at Cubery, Caitlyn Ferruccio, said: “There’s no study anywhere in the world, let alone in Australia, that comes close to matching the scale of what we’re doing here. It’s truly groundbreaking.

“We’re mapping the intersection of human attention, emotion, and—of course—media muscle, in a way that truly captures the mood of the nation. This quarterly study represents a new barometer for marketers and agencies, providing never-before-seen insights into what’s really cutting through, getting noticed, and striking a chord with everyday Australians.”

The research highlights the effectiveness of using protagonists in advertisements. “While it might sound simple, developing a protagonist that elicits intense warmth is a fantastic way to ensure the ad will be remembered. From the chatty critters of RACQ to A.R.T.’s big blue monster, these brands demonstrate that characters can come in all shapes and sizes. This includes my personal favourite, Parmount+’s adorable goat, which just snuck into the Top 10; a sweet reminder of the emotional magic animals can bring,” said Ferruccio.

Music also plays a crucial role in the memorability of advertisements. “Advertisers shouldn’t treat music as an afterthought.” She added, “From the instant earworm of Telstra’s whistle to the upbeat tempo of KFC’s ‘I love It’ and the stirring soundtrack of Allianz—the latter skyrocketing up the rankings despite only being launched late in the quarter—the transformational power of music was on full display,” said Ferruccio.

However, Ferruccio warned: “Relying too heavily on the latter can be a slippery slope, with excess media exposure delivering on the goal of keeping the brand top of mind but running the risk of adversely affecting how people respond to a piece of creative over time.”

The full top ten includes: 10 – Stream On (Paramount+), 9 – When Clangers Happen (AAMI), 8 – Kia Tasman, 7 – Awaken Your Super (Australian Retirement Trust), 6 – I Love it (KFC), 5 – You with RACQ? (RACQ), 4 – Balloons (Budget Direct), 3 – Haircut (Youi), 2 – The Flight of the Finch (Allianz), 1 – Wherever We Go (Telstra).

“While branded memorability is the cornerstone of short- and long-term effectiveness, equally important is framing the brand—and the problems it helps solve—in a positive light, meaning the jury’s still out on this strategy!” said Feruccio.