Big blue monster more memorable than the Telstrut: Cubery

Australian Retirement Trust’s commercial starring a big fuzzy blue monster is more memorable than Telstra’s “Wherever We Go” campaign, according to Cubery’s quarterly ‘Hot List’, which tracks the most salient commercials in Australia.

The Cubery Hot List asks Australians each week to recall one ad that has stuck with them recently, regardless of whether they love it or hate it. This longitudinal research is a marker of salience, rather than popularity, with the most recalled advertisements often splitting the audience in regards to whether or not they actually like the commercial.

The M&C Saatchi-made “you’re sitting on a monster” commercial for ART has beaten out Telstra’s second iteration of the “Wherever We Go” campaign to be the most recalled ad for the first quarter of 2026.