Great adverts are strange things: mini works of magic, with the power to make viewers smile, cry, and even buy. Kiwi directors have shown such a knack for making them, they've been invited to do so across the globe. But this collection is about local favourites; dogs on skateboards, choc bar robberies, ghost chips. NZ On Screen's Irene Gardiner backgrounds the top 10 here.

Animated plasticine. Talking chickens. Dancing Cossacks. Plus old favourites bro'Town, Hairy Maclary and Footrot Flats. From Len Lye to Gollum, feast on the talents of Kiwi animators. In his backgrounder to the Animation Collection, NZ On Screen's Ian Pryor provides handy pathways through the frogs, dogs and stop motion shenanigans. 

This Loose Enz edition sees ambitious young TV ad-man Gary (Rex Merrie) attempt to climb the corporate ladder. His pitch to his old school superiors at a dinner party involves patronising a burgeoning Polynesian market. Open-neck shirts, wide lapels and gold chains represent the aspirational early 80s and bow ties and tartare sauce mark the Rotarian generation of Kiwi Mad Men. When wife Jenny (Alice Fraser) decides to be heard as well as seen, Gary finds his gender stereotypes challenged as much as his business sense. The gabby teleplay was written by Vincent O'Sullivan.

One of the most controversial political adverts to emerge from New Zealand, this 1975 spot only played twice on local television, but helped bring National a landslide win. National leader Rob Muldoon’s chief target was the Labour Government’s superannuation scheme, which the ad notoriously associated with communism, via a troupe of dancing Cossacks. Created by ad agency Colenso, the concept was animated by company Hanna-Barbera in Australia. After being elected, Muldoon brought in a replacement superannuation scheme.

This mid '70s ad campaign, made by the National Film Unit for the Tourist and Publicity Department, was aimed at the domestic market and offers nostalgic delights aplenty. 'Nightlife' focused on city bars and clubs, and 'Oldies' showcased options for retirees (scenic bus tours). Another version urged families to ditch the car (amidst the oil crisis) and take public transport to see the country; and in a classic of the genre pop star Craig Scott was a beach pied piper for adoring young Kiwis: "We're in God's own country, we gotta take the tiiiime ...".

This trio of 1990s-era commercials features a pre-Xena Lucy Lawless — who is more fiscally responsible mum than warrior princess — while the doting Dad is played by Erik Thomson (Packed to the Rafters). The two are promoting the “your future bank” concept by extolling the benefits of banking with ASB, and securing the financial future of their baby Stan. Actor and nature presenter Peter Hayden's smooth tones and power suit launch the campaign. The following decade, ASB bank's ad campaign featuring fish out of water lawyer Ira Goldstein began a remarkable 11 year run.

This 2011 anti-drink driving ad campaign became a Kiwi pop cultural phenomenon, spawning countless parodies, memes, t-shirts and over a million YouTube views; phrases from the ad entered the vernacular (“you know I can’t grab your ghost chips”). Eschewing the usual shock and horror tactics, the Clemenger BBDO campaign for the NZ Transport Agency was targeted at young male Māori drivers, and used humour to get the message across that it was choice to stop a mate from driving drunk. Directed by Steve Ayson, it won a prestigious D&AD Yellow Pencil award in 2012.

By the mid 1980s, performer Ray Woolf had been a pop star, Play School presenter, Entertainer of the Year winner, presented his own TV show, and promoted Bic lighters in an ad campaign with Howard Morrison.  Here, accompanied by dancers, he performs an abbreviated version of the Paul McCartney penned classic 'Penny Lane' (a rare Beatles single not to top the British charts). The song's nostalgic "blue suburban skies" are transplanted from Liverpool to Wellington’s Michael Fowler Centre, as part of a variety show celebrating 25 years of television in New Zealand.

Popular consumer affairs show Fair Go is one of New Zealand TV's longest-running series. It began in 1977, devised by Brian Edwards and producer Peter Morritt. The TVNZ programme mixes investigative reporting (daring to "name names" and expose rip-off merchants everywhere) with light-hearted segments. Its roster of presenters has included Edwards, Judith Fyfe, Hugo Manson, Philip Alpers, Kerre McIvor (nee Woodham), Carol Hirschfeld, Gordon Harcourt, and longest serving host, Kevin Milne. A perennial favourite segment is the round-up of the year's ad campaigns.  

This quietly jaunty but disdainful examination of the self absorbed young and hip, from Lawrence Arabia's second solo album, slotted easily into the soundtrack of MTV's American teen drama Skins. James Milne and director Stephen Ballantyne go in a very different direction with this video as they evoke NZ political party campaign ads of the late 70s/early 80s. Milne makes a very plausible Muldoon era politician as he is paraded through press conferences, meet and greets and photo opportunities. Locations in and around parliament add authenticity.