The YouTube Ad of the Year is a brand new award launched this year by the Campaign Media Awards. The award aims to find the ad which demonstrates the most creative and engaging content over the past 18-months. A panel of marketing experts and practitioners chose the short-list of 28 entries. The overall winner will be chosen by a panel of judges (who are yet to be announced) combined with the general public’s votes. The winning ad will be announced on November 17th 2010 and will win a YouTube homepage takeover worth £75,000 and an estimated 11 million views.
Hot ads that have been tipped as potential winners include the digital sensation that was the user generated adapted version of the Old Spice ad ‘The Best Your Man Could Smell Like’, John Lewis ‘Never Knowingly Undersold’ and Nike ‘Write the Future’. W&K and VCCP are the most short-listed agencies with the 3 shortlisted ads each.
The Old Spice ad is a particularly successful example of a viral campaign. The social marketing bolstered their Facebook fans and encouraged user engagement. The ads star Isaiah Mustafa created content for Twitter and responded to questions which were incorporated onto the YouTube videos. The team behind the ad waded through the questions and made some videos calling the users by name. In very little time the videos were attracting millions of viewers. It produced some pretty impressive stats within the first few weeks of the campaign running including 90,000 followers on Twitter, 100 million YouTube views and 100,000 subscribers.
To view the ads got to YouTube/iloveads, the voting has now closed but the winner will be announced on the 17th of November 2010.
The short-list is as follows –
Brand: Arriva
Execution: Mukhtar’s birthday
Credit: Kadaver Bybird
Brand: AT&T
Execution: AT&T winner in the 2010 MOFILM Barcelona contest
Credit: MOFILM Barcelona
Brand: Canal+
Execution: Canal+ Closet
Credit: BETC Euro RSCG, Paris
Brand: Carlsberg
Execution: Carlsberg team talk
Credit: Saatchi & Saatchi
Brand: Comparethemarket.com
Execution: Launch ad
Credit: VCCP
Brand: European Golf Tour
Execution: Gong
Credit: Saatchi & Saatchi
Brand: The Expendables
Execution: The Expendables YouTube page takeover
Credit: The Visionaire Group
Brand: Foster’s
Execution: Good call!
Credit: Adam & Eve
Brand: Hi-Tec
Execution: Liquid mountaineering
Credit: CCCP (Amsterdam)
Brand: Home Office
Execution: Street dares
Credit: VCCP
Brand: John Lewis
Execution: Never knowingly undersold
Credit: Adam & Eve
Brand: Johnnie Walker
Execution: The man who walked around the world
Credit: Bartle Bogle Hegarty
Brand: Nike
Execution: Write the future
Credit: W&K Amsterdam
Brand: Nokia N8
Execution: Dot.mov
Credit: W&K London
Brand: O2
Execution: Gorillaz
Credit: VCCP
Brand: Old Spice
Execution: The best your man could smell like (‘responses’)
Credit: W&K Portland
Brand: Pfizer
Execution: Get real, get a prescription
Credit: Langland
Brand: Philips
Execution: Parallel lines
Credit: Ridley Scott Associates
Brand: Samsung
Execution: Extreme Sheep LED
Credit: The Viral Factory
Brand: Shelter
Execution: House of Cards
Credit: Leo Burnett London
Brand: Sony
Execution: Get a job on Pocket TV
Credit: Iris
Brand: Strongbow (Bankers)
Execution: Strongbow Bankers Honours
Credit: St Lukes
Brand: The Sun
Execution: 4.0 viral
Credit: Glue Isobar
Brand: Sussex Safer Roads
Execution: Embrace life – always wear your seat belt
Credit: Daniel Cox (writer and director), Sarah Alexander (producer)
Brand: Tipp-ex
Execution: Hunter shoots a bear
Credit: Buzzman (Paris)
Brand: Visit Sweden
Execution: Dave goes to Skane
Credit: Glue Isobar
Brand: WaterAid
Execution: ‘Poo’ viral
Credit: Kitcatt Nohr Alexander Shaw
Brand: Xbox 360
Execution: Alpine legend
Credit: AKQA
November 16, 2010
Community, Connections, PR