Google Singapore has released the YouTube Ads Leaderboard for the second half of 2019, listing the top 10 ads that Singaporeans have been watching from July 2019 to December 2019.
The leaderboard observed three themes that led these ads to clinch the top spots of the list:
Selling an experience, leaning into personal stories, and featuring unexpected coupling.
Ben King, country director of Google Singapore said the wide range of ads that made it to the leaderboard shows the "spirit of inventiveness" that brands need to win over YouTube users. He added that it is exciting to see brands "break creative boundaries" to grab consumer attention, given that it has become increasingly difficult to do so "in an already saturated media landscape".
Did your favourite ad make the cut? Let's find out!
1. Resorts World Sentosa
Promoting its annual Halloween event, Resorts World Sentosa's ad features a detective investigating various deaths and paranormal activities and reveals the fear-inducing characters behind them. This include a killer clown, a disfigured forest ghost, a murderer wearing a baby mask, and a snake demon. The ad then show the detective bringing his cases to Universal Studios Singapore.
"We are pleased with the success of the video, which was very effective in giving fans a hair-raising taster using a combination of jarring cuts, ominous score and special effects to convey different horror icons. Halloween Horror Nights will return in 2020 in a big way, so fans can stay tuned for exciting details," said Tan Choong Kiak, senior vice president for attractions at Resorts World Sentosa.
2. Gov Singapore
The four-minute spot features a Singaporean who looks like he is of a different race asking another person at a hawker centre to return their trays after finishing their meal. He was then scolded for being a "foreigner" and should not teach Singaporeans what they should do. It was later revealed that the man was born and raised in Singapore, and the two reconciled after finding their common ground- which was their two years of national service.
The spot introduced Apple's newest product in 2019: the Airpods Pro. It features its transparency mode and customisable fit, and claims to provide an experience like the consumer has never heard before.
4. National Council on Problem Gambling (NCPG)
NCPG tapped on Singaporean actor Mark Lee's life story to tell Singaporeans to avoid getting a gambling addiction. In a eight-minute long spot, Lee describes how one can get addicted to gambling- from the early stages to the later stages where it gets more difficult to quit. He urges the audience to consider the people who care about them, and not end up like he did, evoking an emotional appeal in the ad.
In an unexpected collaboration, English comedian James Corden and Chinese actress Tang Wei worked together to feature the SK-II Pitera. In the humourous ad, both Corden and Tang teaches audiences how they should pose with their SK-II Pitera.
6. DBS Bank
The fourth episode of the second season of DBS' mini-series SPARKS made into the top 10 of YouTube's most-watched ads. The episode features Sabrina, an eco-friendly woman, educating others that the garment industry is the second worst polluter after the oil industry. Sabrina then teaches the women how to create fashion out in a more sustainable way.
7. Ministry of Defence
The Ministry of Defence took a more unconventional turn and featured its National Service Hub in a documentary-style spot, educating viewers on how far Singapore's National Service has come from its passing of the Enlistment Act in 1967.
In the 30-second spot, Qoo10 reminds its consumers that its delivery service is dependable and "brings joy right to your doorstep".
Finding its way to the ninth spot is Dyson promoting its new Dyson Airwrap styler- the soothing brush. The ad boasts the styler's ability to smooth hair without extreme heat, addressing the common concern of women, which is to style their hair without compromising on its condition.
Apple Singapore hits the chart twice, this time introducing its Apple Watch Series 5. The two-minute spot tells viewers its additional features besides telling time, such as taking a phone call, switching on lights, opening doors and communicating with satellites.