Google has released its YouTube Ads Leaderboard for the first six months of 2018, showcasing the top 10 video ads that resonated with Singaporeans from January to June 2018. This list demonstrates the creativity displayed by brands and agencies, and creative potential of online video to engage and inspire the audience.
This year’s leaderboard contains a diverse range of ads from 15-second teasers to three-minute short films that tug at heartstrings. These feed into the changing trends of made-for-digital content produced by agencies and brands. Collectively, these 10 videos on the Ads Leaderboard have more than 53 million views.
1. McDonald's Ramadan - Full Length
Taking the top spot is McDonald's Ramadan which featured a McDelivery rider, Zul going about his job while fasting. The ad aims to portray the act of sharing which creates a bond like no other. Towards the end of the ad, the uncle Zul delivers to, passes him one of his order when he notices that it was time to end the fast for the day. The spot garnered 1,137,007 views at the time of writing.
2. Three Minutes - A short story by Peter Chan -- Apple
Next up in the ranking is a short story produced by Peter Chan for Apple. This story depicts the relationship of a mother and son having only three minutes with one another due to her job. As a train captain on one of the longest express trains which commutes for six days, the mother hardly gets time with her son and is strict with him when she sees him so that he will not be troublesome under the care of her sister. The story builds around the three minutes the pair have with one another. The entire story was based on true events and was also shot on an iPhone X. The spot garnered 2,318,999 views at the time of writing.
3. Mr Lim's Reunion Dinner -- Singtel
Taking the third spot is Singtel's reunion dinner ad featuring Lim shopping for groceries and proudly saying his children are in renowned positions in different parts of the world and are coming over for Chinese New Year celebrations. However, when he gets home, he has a recorded message from his daughter saying she will not be able to make it for the reunion dinner due to work commitments. The story unfolds into a heart-throbbing tale of the father (Lim) cooking his children's favourite dishes and awaits for an arrival. The spot garnered 1,246,883 views at the time of writing.
4. Magic - MOE Singapore
Making it to the fourth rank, this video features a struggling student and a teacher who notices that and helps him overcome his difficulties. This was inspired by Edwin Wan, a primary school teacher, whose magic tricks spark his students' love of reading. The spot garnered 4,988,572 views at the time of writing.
5. LEGO City- Mountain Police Madness Part One (Minimovie)
This minimovie unfolds the story of a getaway gone wrong, as three crooks are undone by a bear, a skunk and the brave Mountain Police. With animations and LEGO-made characters, the video also features more parts to the storyline. The spot garnered 9,977,817 views at the time of writing.
6. The Devils, The Angels and I (Episode 4) - Govsingapore
This video by Govsingapore took the sixth spot with an ad featuring characters Chin Chye (played by Mark Lee) and his sister (played by Aurelia Hathaway) on the fake news online and to question it when it happens. The characters add mild humour to the content as well. The spot garnered 79,719 views at the time of writing.
7. On top of the world -- Shell #makethefuture campaign
Shell's #makethefuture campaign makes the seventh spot as it features Jennifer Hudson, Pixie Lott, Luan Santana, Yemi Alade and Monali Thakur celebrating five cleaner energy initiatives in On Top of the World. It aims to meet the energy needs of society in ways that are economically, socially and environmentally viable, now and in the future. The spot garnered 19,578,513 views at the time of writing.
8. Halloween Horror Nights 8: Things are getting stranger - Resorts World Sentosa
#HHN8 showed that it is back with its teaser of what will be on this year's theme. From the menacing Hawkins National Laboratory, to the Byers home adorned with an erratic display of flashing Christmas lights and the eerie Upside Down woods, the chilling new 'Stranger Things' house will offer surprising twists and unexpected turns around every corner. The spot garnered 74,891 views at the time of writing.
9. Believe More | Live more, Bank less - DBS Singapore