Quality Focus from Family Businesses with New Agencies Tops the October Advertising Index

Autumn has, in recent years, been the season for an unusually large share of the year’s most popular commercials. 2025 is no exception, and for the second month in a row, the October Advertising Index saw two new films enter the list of the year’s most liked, with one taking the top spot.

Although the films differ in style and represent different categories, there are several common traits among the strongest entries this month. Both focus on quality, both advertisers are family businesses, and both films are the result of new agency collaborations—Try (Hennig-Olsen) and Atyp (NorDan).

Results from the October 2025 Advertising Index

Overall Winner of the Round – Positive Brand Awareness

Hennig-Olsen Is – Premiuming Despite moderate (average) exposure, no other commercial was both remembered, liked, and easily associated with the correct brand as much as “Premiuming” from the producer of “Kremen av Iskrem” in Kristiansand.

Ice cream is delicious, and Hennig-Olsen is, in that sense, a grateful brand to create well-liked advertising for. When the story also follows the Hennig-Olsen recipe with factory visits and tempting close-ups of both ice cream and other ingredients, it results in a resounding overall victory for Hennig-Olsen in the October edition of Reklamebørsen.

Congratulations!

Round Winner – Advertising Attention

OneCall – Robot Vacuum Cleaner In a round where telecom commercials aired with significantly higher frequency than other ads, it’s no surprise that these were the ones most people remembered seeing in October.

Both OneCall and Telenor’s commercials performed equally well in terms of frequency, and with a marginally higher frequency for OneCall, they claimed the attention victory for October.

Round Winner – Effectiveness

NorDan – Oh Romeo Although NorDan’s commercial featuring the boy singing outside the house/room of the girl he’s in love with was beaten by Hennig-Olsen in terms of likability this round, it remains one of the most liked commercials of the year. Impressive for a window manufacturer. The fact that the commercial aired exclusively in a 45-second format likely contributed to its effectiveness win in October.

Round Winner – Branding

Hennig-Olsen Is – Premiuming
Hennig-Olsen has previously taken us inside the factory and shown us how they make the cream of ice cream. The style and tone are therefore familiar to many, and with premium ice cream and a range of brand markers in focus, it’s no surprise that 91 percent find it easy to remember who this advertisement is for.

Despite moderate ad pressure and recall, Hennig-Olsen achieved the highest brand awareness in October.

Round Winner – Liking

Hennig-Olsen Is – Premiuming
“It has got to be perfect” when making “the cream of ice cream,” says Hennig-Olsen.

A good atmosphere combined with delicate, tempting images of ice cream, brittle, chocolate sauce, strawberries, and peanuts is clearly a winning recipe for creating positive feelings among autumn-weary Norwegians in October.

Window manufacturer NorDan also deserves mention for liking this month. The film Oh Romeo is not only one of the most liked films so far this year, it is also nothing less than the most liked film in 15 years (!) among the 50+ segment.

Other films worth mentioning:

The Norwegian Directorate of Health – Trust in Knowledge
The Directorate’s latest film points out that in a polarized world, perhaps we should listen less to those who shout the loudest (and often know the least) and more to the slightly less exciting but knowledge-based advice.

The message is clear, and the film seems to resonate very well among those under 50.

However: Among linear TV viewers in the 50+ segment, the film falls short, which also contributes to it delivering less effective attention than one might otherwise expect.