Cubery has released its Hot List for Q3 2025, ranking Australia's 10 most unforgettable advertisements as recalled by the public.

The study, which surveyed approximately 5,000 Australians, identified Telstra's 'Wherever We Go' as the most memorable ad for the quarter.

Telstra's ad was closely followed by Allianz's 'Flight of the Finch', which secured the second spot. The Australian Retirement Trust's advertisement, featuring a blue monster, took third place. The study highlighted a trend towards big, bold storytelling as a key theme among the top advertisements for Q3 2025.

Other notable entries in the Top 10 include CBA's Desert Dream Chasers, Didi's Fever Dreamscape, and Telstra's Sci-fi Spectacle. Kia Tasman's fictional township advertisement also maintained its position within the Top 10. The research was conducted through an ongoing online survey of Australians aged 18 and over, with interviews taking place weekly. Results were aggregated across the quarter from July 1 to September 30, 2025.

Participants in the study were asked to recall a recent advertisement they either loved or hated, indicate their sentiment, and identify the brand associated with the ad. Cubery, founded in 2016, is a leading creative effectiveness consultancy that combines specialist researchers with technology to develop creatively disruptive and commercially effective advertising.

Caitlyn Ferruccio, Senior Consultant at Cubery, commented on the diverse strategies employed by the top-performing advertisements. "Of particular note was the vastly different strategies adopted by the best performing ads from an emotional standpoint. From the universal warmth of Kia’s humorous storytelling and star-studded cast to the complete other end of the spectrum with Didi’s highly polarising 'Yes, I Didi,' it’s a reminder that advertisers have an almost endless array of emotions at their disposal for cutting through and getting noticed. There really is no ‘one size fits all’ solution."

Ferruccio also highlighted the effectiveness of relatable content in advertising. "Sometimes, all that’s needed is a little down-to-earth relatability. Aldi’s ‘Everyday Low Prices’ is based on a simple insight that’s highly memorable because it plays into that dead-pan Australian humour, while RACQ and Bunnings have continued to focus single-mindedly on the community and reinforcing their local roots."

The Cubery Hot List serves as a barometer of advertising effectiveness, providing insights into the strategies that resonate most with the Australian public.