Since there is no special formula for a video to become viral or to gain real success, the best unit of measurement, when one needs to decide this, is definitely the highly-popular, American video-sharing website — YouTube. Using some powerful (yet somewhat secret) selection criteria, an algorithm takes into account organic and paid views, and then decides which one is the best.
YouTube presented us with the most popular Christmas ads in UK, and as the year 2016 just ended, the famous video platform published a Top 10 list of 2016’s best commercials that managed to earn their position on YouTube Ads Leaderboard. Once again, advertising agencies managed to deliver a wave of emotions among users through their videos, while suggesting viewers to both watch and share them on social networks.
If you are curious enough, check out the best 10 YouTube Ads below:
10. “The Portrait” w/ Steven Tyler — Super Bowl 50 Commercial
Client: SKITTLES
Creative Agency: DDB Chicago
Media Agency: MediaCom, Starcom
The 30-second Skittles video by DDB Chicago, part of the Skittles “Root for the Rainbow” promotion, was shown at the Super Bowl commercial, and presented Steven Tyler in an ad named “The Portrait.” The rainbow-colored candy commercial introduces rock star Tyler coming face-to-face with his portrait. Giving his critic spirit, he isn’t that impressed, saying the picture made entirely from Skittles candies is “E-to-the-z-twiddly-dee-sgusting.” Things change as he starts hearing the picture sing the chorus of “Dream On” played by Aerosmith. Because he is not satisfied with how the portrait is singing, Tyler advises it to sing in a higher and higher key – sadly, at the end of the video, the candy-made picture explodes.
9. #Pokemon20: Pokémon Super Bowl Commercial
Client: POKEMON
Creative Agency: Omelet
Media Agency: MediaCom
In order to celebrate the 20th anniversary of their first Pokémon game, Nintendo, in collaboration with Omelet agency, launched a 70-second video that was seen as a 30-second ad at the Super Bowl commercial. Actually, this was the first time when the gaming company released an ad spot for the Big Game. The main purpose of the video is to inspire people around the world, no matter their age or occupation, to gather and agree to the same idea: “I can do this.” The ad ends with a message for all those who seek to succeed with their dreams: “Train on.” Also, the gaming company launched the #Pokemon20 campaign on social media, encouraging fans to share their Pokémon memories. Unlike any other commercials presented during the Big Game, this one didn’t really promote any particular product.
8. The Chase – Hyundai Super Bowl Commercial — The 2017 Hyundai Elantra
Client: HYUNDAI MOTOR AMERICA
Creative Agency: INNOCEAN USA
Media Agency: Canvas Worldwide
The presence of Hyundai at Super Bowl Commercial really isn’t anything new, as the South Korean car manufacturer has been participating at the event for 8 years. “The Chase” commercial created by INNOCEAN USA briefly describes the safety features the updated vehicle will have, highlighting the importance of the Blue Link Remote Start product on the new Elantra 2017 model. Directed by Aaron Stoller, the presented ad shows a young couple that is being chased by two bears in the forest. But they are saved, as the car opens when the guy yells at his smart watch “Start my car!” The two manage to get into the car and speed away, escaping from the two, not-that-ferocious bears.
7. Always #LikeAGirl – Keep Playing
Client: ALWAYS
Creative Agency: Leo Burnett
Media Agency: Starcom Mediavest Group
Puberty is a really awkward stage in a girl’s life, and according to an Always Survey, 7 out of 10 girls decide to quit sports, being frequently discouraged to play because of their gender. The video launched by Leo Burnett agency, which was part of the #LikeAGirl campaign, describes some teenage girls saying they were often discouraged to play sports, being suggested to do more girly stuff or to find easier jobs, like a shop assistant. Through the #LikeAGirl campaign that was launched in 2014, the company wants to get everybody watching to sign up and to keep girls in sports, while encouraging others to do the same thing.
6. Mtn Dew Kickstart: Puppymonkeybaby — Super Bowl Spot
Client: MOUNTAIN DEW
Creative Agency: BBDO New York
Media Agency: OMD
Mountain Dew hadn’t been present at the Super Bowl commercials for 15 years, but its return was definitely unique. Created by BBDO New York, the 30-second ad presents a hybrid creature, dubbed “PuppyMonkeyBaby“, which has the head of a pug, the body of a monkey and the legs of a baby. The weird fellow walks into a room with 3 energy drink cans in a bucket, and bursts into a catchy song — while repeating the words “puppy”, “monkey” and “baby”. In other words, the purpose of this unusual character is to set the idea that even the strangest combos can be really impressive, while the manufacturer promotes a new drink, called Kickstart, which combines Mountain Dew soda, juice and caffeine.
5. Clash Royale: Theme Song (Official TV Commercial)
Client: SUPERCELL
Creative Agency: Barton F. Graf
Supercell, along with the Barton F. Graf creative agency, succeeded to surprise everybody with their super fun commercials; despite the gameplay, it can be said that the company knows how to promote their mobile games Clash Royale and Clash of Clans. But this new Clash Royale commercial got everybody’s attention because of the awesome theme song. Basically, Supercell’s message is that the Clash Royale rules of all duels is to have epic music, so while Queen’s “Flash” is playing in the background, the arena is hosting a unique fight: dragons, goblins, skeletons, culminating with the ridiculous finale of this unlikely duel.
4. Samsung Galaxy S7 and S7 edge: Official Introduction
Client: SAMSUNG
Samsung Galaxy S7 and S7 edge were officially unveiled on the 21st of February 2016 when the tech giant presented the features of the two upgraded phones of the Galaxy S family. The commercial highlights all the distinctive attractions of these two devices, like a more ergonomic design with maximized performance, extended memory with a new microSD slot, 4GB of RAM, a longer lasting battery, a waterproof phone and a new professional camera. Also, consumers can use the Samsung Pay feature which can be available anywhere a credit card can be swiped. The video ends with the message: “You define the possibilities, and we will redefine the phone. Rethink what a phone can do.”
3. Nike Football Presents: The Switch
Client: NIKE
Creative Agency: Wieden+Kennedy
Media Agency: Mindshare
This shoot is the result of Nike‘s partnership with Wieden+Kennedy agency, and was directed by Ringan Ledwidge, featuring Matthew Libatique as a cinematographer. This 6-minute video for Nike presents Ronaldo and 16-year old Gerson Correia Adua describing their lives after the football icon collides with the boy during a game. Next morning, they wake up trapped in each other’s body, having to complete the other’s tasks. Well, this is until they cross paths once more at a new match, crash again and regain their original bodies, resuming their old lives. Basically, the idea of the “The Switch” is to ask what would happen if Ronaldo had to start all over again. Would he achieve the same success?
2. Knorr — #LoveAtFirstTaste
Client: KNORR
Creative Agency: MullenLowe
Media Agency: PHD, Mindshare
The agency MullenLowe launched #LoveAtFirstTaste campaign for Unilever, opening with the question “Can flavor help you find love?” The ad’s idea was to answer this question making an experiment to see if they can match two strangers relying on flavors and tastes the participants preferred. But the experiment had a peculiar twist, as each one of the participants had to feed their partner for the entire meal. As expected, some of them managed to hit off, while others were a little bit clumsy and couldn’t eat normally. The video ends with Knorr’s message “Love can happen at first taste” and makes a call-to-action, inviting viewers to discover their own taste under the tag-line “Discover your flavour profile.”
1. Official Mobile Strike Super Bowl 50 TV Commercial — Arnold’s Fight
Client: MOBILE STRIKE
Creative Agency: 215mccann
Media Agency: 215mccann
At top of the list lies a Henry Hobson 60-second long ad which looks more like a movie trailer than a commercial, having Arnold Schwarzenegger as main character. The idea was to advertise the company’s Mobile Strike game through a 30-second ad at Super Bowl 50 Commercial. The action starts in an elevator, while Arnold is apparently busy with his phone but in fact paying attention to the others around him. By the time the elevator opens its doors, we can see that a battle had already started, describing a bunch of people fighting for Schwarzenegger’s phone while animated flying helicopters, tanks and other special effects appear, drawing attention to the action-packed mobile game.
It seems that 2016 was a good year for gaming ads, as these had a real impact on both gamers and viewers. According to the video platform, the most viewed trailer in YouTube’s history was Battlefield, gaining 1 million likes in the first days after its release. This means the ad beat not just any other video game trailer, but all movie and TV series trailers as well, which is no small feat.
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