Toyota's iconic "Bugger" campaign has been named the overall winner, resonating with Kiwis across the generations. This iconic ad, known for its humorous and relatable content, won numerous international and local awards. ‘Bugger’ holds the honour of generating the most complaints with the Advertising Standards Authority – “which equates to gaining great cut through” says John Miles, CEO of the NZ Marketing Association. Judges of the overall campaign couldn’t split second place for the 50 years and awarded a joint second for Mitre 10 Sand Pit and BASF Dear John.
The following campaigns emerged victorious in their respective decades:
John stated: "These winning campaigns exemplify the creativity and cultural relevance that have defined New Zealand advertising. They've not only entertained us, but have become part of our national identity. They have achieved cut through by entertaining and putting a smile on people’s faces.”
The competition highlighted the importance of entertainment and risk-taking in advertising. Miles emphasised the need for modern marketers to embrace bolder approaches: "Memorable campaigns pushed boundaries and used humour to capture attention."
These winning campaigns remind us of the power of storytelling and emotional connection in advertising. The NZ Marketing Association hopes to inspire a new generation of marketers to create equally impactful work.
For more information and to view the winning campaigns, please visit https://marketing.org.nz/greatest-campaigns-of-the-decades.