YouTube’s year-end leaderboard: the ads that defined 2018
YouTube has released its global year-end ads leaderboard, highlighting the platform’s best performing ads throughout 2018.
Reviewing successful advertising is not only a measure of what works and what doesn’t, but also a useful insight into the trends that defined a period of time. For YouTube’s audience, technology, sport and LEGO were front of mind
Here were 2018’s best performing ads on YouTube, determined algorithmically factoring organic and paid views, watch time and audience retention:
1. Amazon Super Bowl LII Commercial: Alexa Loses Her Voice
Agency: Lucky Generals, D1 and Initiative
A star-studded case featuring celebrity chef Gordon Ramsay, pop-star Cardi B and Australian actress Rebel Wilson attempt substitute for Amazon’s digital AI assistant as she comes down with a cold.
2. YouTube Music: Open the world of music. It’s all here.
Client: YouTube Music
Agency: Industry PDX, Essence and PHD
Despite being a service offered by the publisher of this leaderboard, YouTube Music’s decorated ad is sadly no longer available for viewing on the platform.
3. OPPO F7: Real Support Makes Real Hero
Client: OPPO F7
Agency: Inhouse team
Indian cricket fans and the Indian market at large gave high praise to the ad, following vignettes of each player’s childhood and the route that brought them to play for their national team.
4. Nike: Dream Crazy
Agency: Wieden+Kennedy and SapientRazorfish
Nike’s decision to prominently feature football player Colin Kaepernick in its 30th anniversary ‘Just Do It’ campaign was met with fierce opposition. Many commentators, however, agree that the campaign was ultimately a major success for the brand.
5. Turkish Airlines: Safety Video with The LEGO Movie Characters
Client: Turkish Airlines
Agency: Warner Bros. and People Initiative
Starring the world’s favourite plastic personified, the leading characters of The LEGO Movie deliver a humorously light-hearted and self-aware on-flight safety check.
6. Groupon 2018 Super Bowl Commercial: Who Wouldn’t?
Agency: O’Keefe Reinhard & Paul
American comedian Tiffany Haddish makes the case for Groupon as a way of supporting small business, then illustrates the consequences for choosing otherwise.
7. Samsung Galaxy: Moving On
Agency: Wieden+Kennedy and Starcom
A direct jab at its main competitor Apple, Samsung illustrates how many frustrations suffered by iPhone owners could be avoided with a Samsung alternative.
8. HomePod — Welcome Home by Spike Jonze — Apple
Agency: TBWA/Media Arts Lab
In true Apple fashion, this abstract interpretation of what it feels like to own an Apple Homepod makes little mention of the product itself.
9. Gatorade: Heart of a Lio
Agency: TBWACHIATDAY Los Angeles, OMD and Resolution Media
An animated mini-biography of one of the world’s most celebrated athletes during last year’s Russia World Cup.
10. LEGO Jurassic World: Rescue the Blue Dinosaur
Client: The LEGO Group
Agency: Advance and Initiative
This ‘choose-your-own-adventure’ style ad offers the viewer a chance to dictate the progression of the narrative, with the classical wrappings of a LEGO animation.