With Cannes Lions 2016 on the horizon, YouTube has today released its special edition Cannes YouTube Ads Leaderboard celebrating the most popular global video ads since last year’s festival.
These ads represent more than six million hours watched and 403 million views for the entire leaderboard.
There are a few trends that stood out among the winners:
Ads that get you going: The empowering ad trend continues, with Always and Adidas leading the charge. Always’ #LikeAGirl campaign, the second in their series, encourages girls to break boundaries. Adidas offers a fast-paced journey of athletes who take their games to the next level, motivating viewers to take action in their own lives and “create your own game.”
Movie momentum: Two of the spots have tie-ins to popular movies, including Duracell’s Christmas morning tie-in with Star Wars, and Vivo smart phone’s use of the popular Minions characters.
Extending the big game: Three Super Bowl spots – from Hyundai, Mountain Dew and Pokemon – show how YouTube helps brands stir excitement before, during and after the big game.
Continued success: Half of the Leaderboard winners are repeat winners from 2015, with continued digital success from Hyundai, Always, Samsung, Clash of Clans and Adidas.
New faces: An increasing number of brands are creating compelling digital videos. New entrants include Skittles, Duracell, vivo, and Pokémon.
1. Clash of Clans: Ride of the Hog Riders (Official TV Commercial)
Brand: Supercell Clash of Clans
Creative Agency: Barton F. Graf
Media Agency: In-House
2. Skittles TV Commercial: Bleachers
Creative Agency: DDB Chicago
Media Agency: Starcom
3. Adidas: Create Your Own Game feat. Messi, Bale, James, Özil, Müller, Rubio
Creative Agency: 72andSunny
Media Agency: Carat Global
4. Samsung Galaxy S7 and S7 edge: Official Introduction
Creative Agency: In-House
Media Agency: Starcom
5. Always #LikeAGirl – Unstoppable
Creative Agency: Leo Burnett
Media Agency: Starcom Mediavest Group
6. Duracell Star Wars Commercial: Battle for Christmas Morning
Creative Agency: Anomaly
Media Agency: Starcom Mediavest Group
7. vivi Smart Phone – Minions (TVC)
8. Mtn Dew Kickstart: Puppymonkeybaby | Super Bowl Spot
Creative Agency: BBDO
Media Agency: OMD
9. The Chase – Hyundai Super Bowl Commercial | The 2017 Hyundai Elantra
Creative Agency: INNOCEAN USA
Media Agency: Canvas Worldwide
10. #Pokemon20: Pokémon Super Bowl Commercial
Creative Agency: Omelet
Media Agency: Mediacom
The YouTube Cannes to Cannes Ads Leaderboard is a list of the top 10 most popular video ads globally from March 2015 to April 2016. The ranking is determined using YouTube’s signals of viewer choice, including factors like watch time, views, and mix of paid/organic views. Only one entry per brand is allowed to enable brand diversity, and the video must still be published on YouTube on the date of the Leaderboard release.
