Budget Direct’s latest Insurance Solved advert has been voted Australia’s most loved commercial of this year, while Allianz took second place and Youi fourth.

Toyota and Telstra rounded out the top five in The Research Agency’s survey of 1600 TV viewers in February and March.

Budget Direct’s commercial – which shows a home frozen in the middle of summer – continues to “transform a low-interest category into something genuinely entertaining”, the agency says.

Exaggeration is key and the “idea of being ‘frozen’ by rising insurance premiums taps into a familiar frustration and pushes it into something memorable and playful.

“This favourite ad uses storytelling, structure and repetition to capture attention, reward the viewer and embed the brand.

“A visually unexpected set-up that immediately captures attention. From there, it unfolds like a mystery, led by the now-familiar characters Sarge, Jacs and [dog] Chief ... A strong majority said it was easy to recognise as coming from Budget Direct – a clear signal that the brand is being encoded effectively.”

Allianz’s Care You Can Count On – The Flight of the Finch commercial placed second, with “emotive storytelling that builds meaning ... taking a bold emotional approach in a category typically dominated by rational messaging.

“Allianz is encoded within the story itself, positioned as the protector ... The ad tells a simple story of vulnerability and protection, following an eagle rescuing a finch and her egg. It’s an unexpected and distinctive creative choice in an insurance category, immediately setting it apart and holding attention through to the end.”

Youi placed fourth with its Married at First Sight ad.

The agency says it “taps directly into cultural moments to make its message feel immediate and relevant” and reframes insurance as something more personal.

“It’s a simple idea, but one that lands quickly because it borrows from a format audiences already understand.

“This familiarity is key ... Over half of respondents described this ad as funny. Cultural relevance and repetition can make a message easy to grasp, recognise and remember.”