AUCKLAND, Today: Sweetshop, Scoundrel, Goodoil, Film Construction, Finch and Plaza were just a few of the key elements missing from Google NZ’s disastrous attempt last week to round up the top 10 Youtube tvcs of 2019.
Google’s list was supposedly about film commercials, yet they listed only half the equation – the ad agencies. The film companies were not included (M+AD’s added them in, below – mostly after credits searches of news stories at www.mad-daily.com).
But worse was to come for the Kiwi arm of the internet giant. Their No 1 commercial (Colenso’s I’m Drinking it for You) would not download properly from the PR file sent to all ANZ ad media.
Campaign Brief and Stop Press published the list as supplied – presumably without checking, because both featured the Video Not Available slide prominently on display.
M+AD had spotted the problem on Friday, reported it to Google, and declined to run the item until it was sorted. It appears that a global legal snafu has prevented this, and all attempts to search for Drinking still strike that Not Available notice.
We also asked Google NZ’s Carrie Jones if she could supply a list that included the production houses. She agreed – but has so far been unable to comply.
Now that we have the film companies, M+AD has chosen to run the full list without the #1 film, but – more importantly – the names of the region’s most successful commercial production companies.
The Youtube Ads Leaderboard showcases the most creative and engaging ads – which were determined by an algorithm that factored in organic and paid views, watch time, and audience retention (how much of a video people watched) for the period 1 January to 31 December 2019.
“We’ve chosen to run the list without the #1 video, but – more importantly – with the names of the region’s best production shops.”
THE TOP 10
- Colenso/Sweetshop DB I’m Drinking it for You: bit.ly/2uoQtvI
- DDB/Scoundrel Lotto Powerball Lost: bit.ly/370QQcX
- Air NZ/All Blacks #AirNZSafetyVideo. credits untraceable: bit.ly/39dXpug
- DDB/Goodoil AA Insurance Live a little Freer: bit.ly/3bgVirG
- YoungShand/Film Construction Quit for your Pets: bit.ly/2Smxf1M
- Colenso/Finch BNZ What Ella Wants: bit.ly/31tfkus
- BC&F Dentsu/Plaza Meridian Wind Water Sun: bit.ly/2H3Z5KI
- Shine/Goodoil Genesis Everything is Energy: bit.ly/37ZCknf
- Augusto/Augusto Reo Maori: bit.ly/2H0FISV
- NZGetReady, credits untraceable: bit.ly/2SB0gqL
ANZ creative development head Fiona Walford, said the YouTube Ads Leaderboard highlighted some key trends:
“The traditional narrative arc is being transformed. Creatives and advertisers are moving beyond the traditional ‘lead in, build a climax and big reveal’ story arc – with viewers engaged quickly with a barrage of intrigue and colour rather than long establishing shots. Engage viewers quickly with a barrage of intrigue and colour rather than long establishing shots.
“AA Insurance did this well, kicking off with a T-Rex in a shower and followed with a fight against a Unicorn in the lounge! DB Export Beer intrigued viewers by producing an entire music video and in turn created a huge sense of fun throughout the 3 min 47 secs ad.
“Ads were highly customised based on the audience. Viewers have different tastes and that creates opportunities for marketers. Consider going beyond one creative for all audiences to experimenting with different executions based on targeting signals. Tuning creative for audiences can range from gender cuts to interests such as affinities.
“Changing the name of Air New Zealand to Air All Blacks was a clever way to commence the Safety Video, and draw more attention to an inherently Kiwi love and passion. Air New Zealand are well known for their safety videos being something out of the ordinary, and this is a fantastic iteration – and 4 mins long no less!
“Evolve your strategy, as attention evolves around you. The world of attention will always be changing – there has never been a better time for marketers to explore curiosity in creative advertising. The Bank of NZ ad did an interesting job here – taking a story of a dad and daughter, being frugal through life and then a lovely surprise at the end.”
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