Happy Little Vegemites tops Cubery’s List of Australia’s 12 Most Iconic Childhood Ads

In an era where attention is fleeting and marketing budgets under intense scrutiny, creating advertising that endures has never mattered more. To understand what truly stands the test of time, Cubery, a specialist creative effectiveness consultancy, undertook a rigorous nationwide survey that asked everyday Australians to name the ad they remembered most vividly from their childhood. The results provided a treasure trove of insights into what cements advertising into the national psyche.

“Some ads fade the moment they go off air. But for others, sometimes decades later, they’re still being quoted around the barbecue or have elements that just won’t escape our heads,” says Wil Logan, Senior Consultant at Cubery. “So, we wanted to understand exactly what makes these campaigns stick, and what they could teach advertisers of today about developing creative that endures.”

The Top 12: Australia’s Most Iconic Childhood Ads

Topping the list with an unbeatable dose of Aussie nostalgia was Vegemite’s “Happy Little Vegemites” (JWT, 1954). The cheerful, sing-along anthem has been firmly etched into the nation’s memory and was fondly recalled by Baby Boomers and Gen X alike.

Matt Gray, General Manager of Brand & Innovation at Bega Group, says: “Vegemite is the nation’s not-so-secret weapon. From brekkie to bold ideas, it has been making Aussies mitey for generations. Thanks to the legends who voted for ‘Happy Little Vegemites’. We’re proud to be part of your memories and sitting at your table each day.”

Following Vegemite in second place was the three-decade-old campaign from the Reading and Writing Hotline, which surprisingly resonated most with Gen Z—highlighting the lasting impact of sonic cues and debunking the notion that advertising wears out. Rounding out the Top 3 was Yellow Pages’ “Not Happy Jan” (BBDO, 2000), which proved most iconic among Millennials, underscoring the transformational potential of a catchy one liner.

According to Logan, across the Top 12 several themes emerged as consistent drivers of long-term memorability: “The most notable element on the list was music, with a big chunk of the Top 12 using jingles to make the brand stick in a way that was impossible for people to forget.”

Elsewhere, the use of dry, irreverent, quintessentially Australian humour made many of the Top 12 ads memorable for their personability and relatability.

Says Logan: “Brands like Yellow Pages, RACQ, and Paul’s Milk all took advantage of this strategy in an effort to not only draw people in emotionally, but also keep the brand central to the punchline.”

Furthermore, beloved characters such as Louie the Fly and Bertie the Aeroplane provide shining examples of how consistently deployed characters can deliver the double-whammy of instant emotion and instant recognisability.

Adds Logan: “The lessons for advertisers are clear. From the ads we grew up with to today’s AI-powered spectacles, the core pillars of effective advertising haven’t changed one little bit. Even as technology continues to rapidly evolve, the fundamentals endure: breaking conventions, sparking intense emotions, and keeping the brand at the forefront.”