The top 20 list shows how brands, big and small, local and global, can make a big impact using social video across the web. With the right content and the right distribution strategy, advertisers have the ability to engage consumers at rapid speed and scale.
Over the last 12 months, one trend that has emerged is that many brands are now embracing the role of content creator. In 2013, brands did not have large events to inspire content as they had in 2012 (like the Olympics). Now they have created their own dramas, experimenting with a wide range of emotional triggers, including hilarity, shock and fear, all demonstrated in the top 20 ads.
I read all your comments from my last post and I noticed you guys truly enjoy visuals, so I am sure you will enjoy this as well. I have decided to share my favorite 5 adds with you. Take a couple of minutes to analyze the add! It is truly amazing how much you can express in just a few minutes. ENJOY!
#5 PEPSI MAX (Test Drive, 2.69 million shares) - Hilarious!
#4 KMART (Ship My Pants, 3.05 million shares) - Clever use of words.
#3 Budweiser (Brotherhood, 2.72 million shares) - For all the animal lovers out there (yes, I cried)
#2 Evian (Baby & Me, 3.34 million shares) - Cute and just plain adorable
#1 Dove (Real Beauty Sketches, 4.24 million shares) - Moving and powerful. Specially for the ladies! It is a bit longer than the other ads, but it is worth your time.
And just for kicks here is one of my resent favorite adds from Nationwide Insurance, hope you enjoyed!
I really enjoyed this post. I actually love visuals and I hate that I JUST discovered your blog to comment on. I definitely saw the different angels each of the videos went for, puns, comedy, deep and heart touching approaches the whole nine. In advertisement, it is great to see how creative some people get. Who would think that dancing baby reflections would have anything to do with Evian water. It is great advertising like that that intrigues current loyal Evian drinkers and and attracts new Evian drinkers. I loved the Dove commercial one, the 6 minutes was worth it. If the video was longer, I would have watch it still. Good post, keep em coming!
ReplyDeleteThe whole thing with using young children and babies in commercials is huge these days this is apparent with your post because there are multiple examples of this above. Not included above is the at&t kids in which the kids sit around the table and talk with the grown man about details of a cell phone plan but giving unconventional answers. This probably has to do with the irony of the fact that these children who are young and naive are able to answer the questions with (while ridiculous) plain flat out answers.
ReplyDeleteThis is really a great blog, I really enjoyed the videos that you presented as the best of the best for this year 2013. I also agree that these are the best because of the shares that they have received because any one person could just view the ad as curiosity but does not really tell if the viewer in fact liked the ad. the ads you presented definetly show creativity as well as different types of emotion to each ad and the point that they were wanting to get across. Overall great blog really enjoyed it.
ReplyDeleteThis blog goes hand in hand with mine because the more creative the commercial, the more memorable and impactful it becomes. I can see several commercials a day but I have to admit that the ones with a play on words or the use of children (tastefully) usually stand out to me. The Nationwide commercial with the baby as a vehicle is by far one of the most memorable ones and I cannot believe that I forgot about it when writing my blog post!
ReplyDeleteBut relate-able advertising is THEE best kind of advertising.
The commercials you picked really are some of the best video ad's of the year. I especially liked the Kmart ad. In order for companies to really stay in the consumers awareness set is is crucial for them to make entertaining and effective adverting.
ReplyDeleteContent marketing has made a dramatic growth and will continue to grow as we rely more and more on our devices.
I really enjoyed these videos. Especially the Kmart one, very funny. Companies have to make entertaining advertisements in order to remember their name. I have to say it works. I always here people say " Like a good neighor, state farm is there!" If it weren't for those funny commercials, people wouldn't even know what state farm has to offer.
ReplyDeleteBefore taking my principles of advertising class, I absolutely dreaded ads! I was the type of person who always changed the channel during commercials. However, now I actually watch and analyze ads as I now look for the message behind these. I am intrigued by who the ad is trying to target and the appeals used in each. I really enjoyed your post as I was able to diagram each ad! It's really awesome how a team can together use creativity and target market information to create an ad campaign.
ReplyDeleteThank you for the entertaining post. What I realized is that what makes these adds so popular and shared so much is that they are appealing. However, some appeal to us in different ways. For example, ads such as the Pepi Max Test Drive, Evian, Nationwide, and Kmart use humor. The other two ads, Budweiser and Dove, appeal to our emotions. This is similar to using pathos in writing. But the main point is that for your advert to be successful, it has to stand out and be memorable. Too many advertisements in todays world are mundane and easy to forget. Be creative.
ReplyDeleteNowadays, companies have to take advertising to a whole new level. Why now and not before? Well first of all, with the DVR, Netflix, Hulu and etc.. Television viewers are declining and when the commercials are on they either pause or change the channel. The most important day for commercial is The Super Bowl, and it is that one time of the year that advertisers want to do everything perfect.
ReplyDeleteI ,as an frequent tv viewer, have only seen 2 of this commercials (nationwide and kmart) the other three look like they are made for the Internet, since they last more than one minute. But still they are very creative and I think they are trying to aim the Internet Users more than the Television viewers.
Your post was very creative and funny;also, very informative. I like very much your e-marketing blog.
LOL Great videos, great post. All these companies have to stay on their game w/ media advertisements. There is always something new, creative and catchy. But they really do create a lasting impression. Just think about all the SUPERBOWL commercials over the years. Biggest advertising day of the year and a billion dollar industry.
ReplyDeleteI did research on what makes a video viral and this is what I came up with. Enjoy
ReplyDeleteIdea: Original usually comedy
Message: Convey a message that is effective at spreading throughout the web. Tell a story, people want stories!
- Title: Use a attention grabber title.
E.g. “what does the fox say” instead of “Fox music video”.
- Description: Short powerful description that summarizes your video and the intent.
2. Tag: Tagging allows search engines to find your content, therefore driving more traffic to your post. Include companies that can benefit from your video in your tags.
Astroturfing: Used to create hype for your post.
- Front Groups: Mask corporate sponsors with an organization that serves public interest. Used to cover opinions that might cause negative image to a company. Or counter respond to claims made by experts.
- Sockpuppets: Where a single person creates multiple identities online to give the appearance of grassroots support. Sockpuppets may post positive reviews about a product, attack participants that criticize the organization, or post negative reviews and comments about competitors, under fake identities.
4. Distribution (video placement): helps if your network participates and shares it. Ask all your friends to share it.
- Everyone knows YouTube, do not overlook Vodpod, Devour, and PopScreen
- Submit to social media, social news sites, bloggers, facebook, twitter, Reddit, and Hacker News.
5. Get a celebrity to link to it
- Viral Video “Double Rainbow” had only 200 views between its debut in January and July, when Jimmy Kimmel posted a link on twitter it took off. Current views 31 million.