Google has released its YouTube Ads Leaderboard for the first half of 2017, showcasing the top 10 most creative ads that resonated with Singaporean viewers between January to June 2017. Some key themes observed from the leaderboard for Singapore include catchy jingles to heartwarming short films.
1. [Singapore] Gillette Salutes the NSman in You - Long Version
Coming in first place is Gillette's #GilletteSalutes campaign, which was done in partnership with the Singapore Armed Forces. To resonate with the national serviceman (NSman) in every male Singaporean individual, Gillette released a spot of a man going through daily life with throwback memories to his time in national service. The spot is accompanied with a revamped version of a popular Hokkien song about soldiers and was directed by local director Jack Neo. The spot garnered 519,222 views at the time of writing.
2. SPARKS mini-series – Episode 6: New Beginnings
Taking the second spot is DBS's SPARKS mini-series, which follows a group of young bankers as they navigate work and personal lives. According to the bank, the series is inspired by true stories where the bankers challenge the status quo to go above and beyond when solving unusual client challenges. The spot garnered 384,391 views on YouTube at the time of writing.
3. McDonald's Seoul Spicy Burger (30s)
Taking the third spot is McDonald's advertisement for its Seoul Spicy burger which was launched in March this year. Parodying Korean dramas, the commercial stars a lady smitten with an unconventional beau – the Seoul Spicy Burger. The campaign was conceptualised by DDB Singapore. The spot garnered 358,490 views at the time of writing.
4. Deja Cashback Comparison
To promote its mobile app and inform consumers of the potential 5% cashback which can be earned when used, Deja launched a spot starring two ladies, one who uses the app, and one who doesn't. The spot garnered 256,573 views at the time of writing.
5. Together Apart: Beijing, Mumbai, Tampines
Taking the fifth spot is Ministry of Communications and Information (MCI)'s "Together Apart". The spot focuses on a group of national service recruits who bicker during a week of training. The short film was directed by Kelvin Tong, based on the logline submitted by Alvona Loh to Project Lapis Sagu. It explores local-foreigner relations and issues of social integration through various lenses. The spot garnered 213,881 views at the time of writing.
6. Celebrate Togetherness
As part of the Chinese New Year celebrations, Singtel released a spot which follows the journey of a lion dance troupe and the journey experience in the process. The spot explores the themes of joy and meaning when it comes to being together as a family. The spot garnered 181,761 views at the time of writing.
7. Our Everyday is Defending Yours (The Naval Diver)
Coming in seventh place is a spot by the Ministry of Defence Singapore. The spot follows the career of naval divers from different perspectives. This includes being out to sea, training in a pool, diving and bomb defusion. The spot garnered 158,268 views at the time of writing.
8. BTS: Happy Can Already! with Chee Hong Tat
Taking the eight place spot is a video uploaded by Gov.sg. The video features Chee Hong Tat, Senior Minister of State for Health and Communications and Information who makes a special appearance in "Happy Can Already!", a Singapore Chinese variety series. In the spot, Chee shares tips on active ageing and healthy eating in line with Chinese New Year festivities. The spot garnered 103,465 views at the time of writing.
9. Singaporeans Try: Reacting To Their Resumes | EP 98
Coming in ninth place is a content marketing piece by The Smart Local (TSL) which was done in collaboration with job portal Jobstreet. Part of TSL's Singaporeans Try series, the video sees members of the TSL crew reacting to the cover letters which got them an interview and position at the media company. The spot garnered 198,902 views at the time of writing.
10. Shop as you are with RedMart
Coming in tenth place is Redmart. The video is part of a campaign which encourages consumers to “shop as you are”. This was in a bid to establish the brand’s image as an efficient and quick-solution platform for shopping at any given point of time. The campaign was launched in February together with JWT Singapore. The spot garnered 99,911 views at the time of writing.
Google's YouTube Ads Leaderboard is a half yearly list demonstrates the significant use of online videos in engaging with audiences locally and YouTube as a crucial platform in brands’ marketing strategies.
“Singaporeans love their online videos more than ever. With YouTube reaching more than 4 million people in Singapore every month, brands like Gillette, Singtel and DBS continue to use online video as a powerful medium to engage their audiences. The latest YouTube Ads Leaderboard demonstrates that Singaporeans are constantly looking to YouTube for music, entertainment and the best deals," Stephanie Davis, country director for Google Singapore, said.