With the festival set to kick off next week, Google has released the Cannes Ads Leaderboard which highlights popular YouTube’s ads since last year’s Cannes Lions Festival. Google describes the ten as winners that have “leveraged some of the most powerful components of best-in-class advertising..
Dissecting the 10 ads, which have a combined 388 million minutes of watch time and 276 million views, Google offered up their biggest takeaways:
- Global success: The top three spots belong to ads from Brazil, Egypt, and the US, with Vietnam and India following, showing that successful ads gain views from across the globe.
- Celebrity celebration: This year’s list has some star power with Harrison Ford in Amazon’s Alexa hit, LEGO playing it up for Turkish Airlines, and K Pop band BLACKPINK rocking the Shopee app.
- They got the feelings: Nike tugs at our heartstrings, while Bosch and Orange make us laugh.
- Techie tech: Apple and Samsung put their products front and center while playing to their audiences’ needs
“The Ads Leaderboard winners tap into the things that make for successful ads,” said Roya Zeitoune, YouTube culture and trends lead for EMEA. “Some evoke an emotional response, others use humor or celebrities — or a combination of those three elements.”
Google added that this year’s Cannes Leaderboard “manifests a distinct trend we are seeing on YouTube toward long-form content, with the winning ads averaging just over 90-seconds long,” adding that “Viewers are choosing to watch beyond the ads’ first 5 seconds, meaning brands need to be deliberate about how the story unfolds to hold attention.”
Described as “dessert first,” the ads that resonated most created story arcs with more compelling, dynamic hooks at the outset, said Google.
Here are the Top 10
1. Coca-Cola | Vai no Gás
Creative Agency: JWT
Media Agency: JWT & Kolab/McCann
2. Not Everything Makes the Cut – Amazon Super Bowl LIII Commercial
Creative Agency: Lucky Generals and Amazon Internal Creative Team
Media Agency: Rufus
3. إعلان Orange GO – علي ربيع
4. QUANG HẢI – THẮP LỬA NHỮNG GIẤC MƠ – Vietnam
Creative Agency: VietBuzzAd (VBA) and HSAd Vietnam
Media Agency: VietBuzzAd (VBA)
5. iPhone XS — Growth Spurt — Apple
Creative Agency: TBWA\MAL
Media Agency: OMD
6. Shopee TVC: Shopee 12.12 Birthday Sale Blackpink (30 sec.)
7. The LEGO Movie Characters present: Safety Video – Turkish Airlines
Brand: Turkish Airlines
Creative Agency: Warner Bros
Media Agency: People Initiative
8. Nike – Dream Crazy
Creative Agency: Wieden & Kennedy
Media Agency: SapientRazorfish
9. The Internet of Things presents – #LikeABosch
Creative Agency: Jung von Matt/Alster
Media Agency: OMD
10. Galaxy Note9: Fortnite Supply Drop
Media Agency: Starcom