YouTube has released its Bumper Ads Leaderboard, which showcases the top 10 six-second adverts that people loved this year. The ranking highlights that it’s been a battle of the FMCG brands, with Doritos, Papa John’s and Cadbury all making a play for first place.
The top spot is taken by Mars-owned confectionary brand, Maltesers, promoting its Maltesers Buttons product, which shows two people using the buttons as substitutes for a game of Tiddlywinks.
Chocolate adverts overall have ranked highly in the leaderboard with Cadbury and Oreo also making a strong showing.
Doritos UK takes the second spot, blending real-life with animation to promote its new two-flavoured tortilla chips. Oreo Cookie falls in third place, with a creative twist that shows various people creating Oreo-inspired eyebrows – or #OreoBrows!
The top ten six second ads in the Bumper Ads Leaderboard were initially ranked by an algorithm that factors in total views and engagements. The adverts were then ranked by a user creative ratings survey run by Ipsos, which considers four parameters: likeability, memorability, emotion and brand linkage.
The full list and links to each ad is below:
- Maltesers Buttons – Tiddlywinks
- Doritos Collisions – A battle of two flavours
- OREOBROWS – Some People’ll Do Anything For An Oreo
- Cadbury Fingers – Cupboard Raider
- Clear results with Clearblue digital pregnancy tests
- Welcome to the fun-filled world of Oreo Ice Cream
- The Hot Dog Pizza – Papa John’s GB
- Dettol Flour wipes
- Find the gift that helps them find their Gift – Very.co.uk
- Naked Chicken Taco – Taco Bell UK
NAM Implications:
- Advertisers acknowledgement of the fact that consumer usage of TV has changed radically…
- …in favour of Do It Yourself ad hoc programming via Youtube.
- A no brainer that advertisers eventually follow the audience…
- See how its done by linking to the examples above.
