With Cannes Lions 2019 on the horizon, YouTube has released a special edition Cannes YouTube Ads Leaderboard celebrating the most popular global video ads since last year’s festival. The winners leverage some of the most powerful components of best-in-class advertising.
The third ad ranked globally is Orange Go video ad by Orange Egypt. “I’m so happy that Orange Egypt campaign won third place globally, GO campaign is one of my favorites as it’s built around a strong customer insight where people nowadays can’t live without the internet. The campaign is a humorous one with a catchy jingle that keeps ringing in your head,” said Maha Nagui, Chief Communication Officer.
Roya Zeitoune, YouTube Culture & Trends Lead for EMEA, added, “The Ads Leaderboard winners tap into the things that make for successful ads. Some evoke an emotional response (LG, Nike), others use humor (Amazon, Orange, Apple, Turkish Airlines, Bosch), or celebrities (Shopee, Nike, Samsung, Coca-Cola, Amazon), or a combination of those three elements. These brands tapped into some of the most effective ingredients for ads.”
These ads represent 276 million views for the whole leaderboard.
Cannes 2019 YouTube Ads Leaderboard
1. Coca Cola: Vai no Gás
Brand: Coca Cola, Brazil
Media Agency: JWT & Kolab/McCann
Creative Agency: JWT
2. Amazon: Not everything makes the cut
Media Agency: Rufus
Creative agency: Lucky Generals and Amazon Internal Creative Team
3. Orange: Orange Go
Media Agency: Leo Burnett Cairo
Creative agency: UM 7 Cairo
4. LG Vietnam
Media Agency: VietBuzzAd (VBA)
Creative agency: VietBuzzAd (VBA) and HSAd Vietnam
5. Apple: iPhone XS — Growth Spurt
Media Agency: OMD
Creative agency: TBWA\MAL
6. Shopee: Shopee Birthday Sale Blackpink
Media Agency: In-house
Creative agency: In-house
7. Turkish Airlines: LEGO presents the safety video
Brand: Turkish Airlines
Media Agency: People Initiative
Creative agency: Warner Bros
8. Nike: Crazy Dream
Media Agency: SapientRazorfish
Creative agency: Wieden & Kennedy
9. Bosch: #LikeABosch
Brand: Bosch Global
Media Agency: OMD
Creative agency: Jung von Matt/Alster
10. Galaxy Note9: Fortnite Supply Drop
Media Agency: Starcom
The 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. 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.
The 10 best-in-class ads use a variety of tools to build engagement. Among the strongest is brands’ use of dynamic storytelling to capture and hold viewer attention, thereby moving forward the industry’s definition of creative excellence.