It’s time once again for year-ender lists, and we just have to have one for Filipino ads on YouTube that stood out and made us ignore the Skip Button.
These ads, whether they ran for less than 30 seconds or lasted up to 5 minutes, made us cry or left us rolling on the floor laughing, and definitely made us remember their stories.
This year, we saw many brands harnessing the power of great storytelling to touch people’s hearts. We often assume that attention spans are getting shorter and that there is a wider variety of content being offered to the audience, yet we see the audience choosing to watch ads that resonate with their experiences and move their emotions.
Here are adobo magazine’s picks for YouTube ads that made us laugh and cry in 2017:
1. Kaya Niya, Kaya Mo by McDonald’s
McDonald’s Philippines’ “Kaya Niya, Kaya Mo”, the sequel to 2016’s “Tuloy Pa Rin” commercial which told the couple’s breaking-up and moving-on story from the perspective of the ex-boyfriend made great use of the music. With the Filipino classic love song of the same title making a comeback in this edition, the love story’s kilig is most effective with the sound on.
2. Make meaningful connections like never before by Smart Communications
Smart Communications wanted to show how its services can connect people #LikeNeverBefore by telling the touching story of a young man sharing his travels and experiences with his sick mom through just a video call. Aside from speaking to Filipinos’ great value for strong family ties, the ad subtly but strongly drove home the brand message of the importance of having a strong data connection to connect mother and son wherever he may be.
3. Kwentong Jollibee Valentine Series by Jollibee
Valentine’s Day is often said to be the sweetest day of the year as couples celebrate love and togetherness. Yet, Jollibee chose to tell more varied stories of love – of happiness and heartbreak, of persistence, of love that lasted beyond a lifetime. The videos were each around three minutes long, yet viewers did not feel the need to skip and even eagerly awaited the next story in the series.
4. Stand Up by Manulife Philippines
This year, Manulife Philippines decided to break the tear-jerker video ad streak. The brand came out with a hilarious skit involving a young and upcoming stand up comedian who dedicated one of his acts to his strict yet secretly supportive father. Manulife showed that heartwarming and humorous can work together, too.
5. Knorr Mother’s Day Special by Knorr Philippines
For Filipinos, Mother’s Day is a very special date for showing their love and gratitude to the most important women in their lives. Likewise, brands also want to make this day special especially for those which have moms as their primary market. This year, Knorr Philippines stood out by showing how mothers of different experiences and backgrounds all have the same unconditional love for their children despite their difficulties and insecurities.
6. The First KFC Filipino Colonel by KFC Philippines
Imagine three of Philippine showbiz’s most talented veteran actors vying for the role of KFC’s first Filipino Colonel: Ronaldo Valdez’ striking resemblance with accent to boot, Leo Martinez’ signature Batangueño flair, and Pen Medina’s seriousness. It was fun to see them try. KFC named Valdez for the top role, complete with an oath-taking ceremony and the attendance of thousands of fried chicken-loving Filipinos.
7. Coke Studio Brings Back Music to Marawi by Coca-Cola Philippines
Music is a big part of Filipinos’ lives. It is a form of expression and storytelling which brings out the diverse experiences and emotions of Filipinos. Earlier this year, Coca-Cola Philippines launched Coke Studio which saw some of the country’s well-loved long-standing bands and upcoming musicians performing crossovers of their songs and collaborating on new ones as well. The performances were quite popular on YouTube as viewers sought to find and replay their favorite songs. This Christmas, Coke Studio brought some of their artists for a benefit concert in war-torn Marawi. The people of Marawi also have a rich musical history, and it was just fitting that Coke Studio used songs to uplift their spirits. Coke Studio was able to connect viewers from around the country with the people of Marawi through music and stories from citizens themselves.
8. Todo Productivity Tips 360 Video by Bear Brand Adult Plus
After releasing its “Todo Busy Ba? Mag-Todo BC Ka!” TVC, Bear Brand Adult Plus decided to play around with a 360 video to further engage viewers with the campaign. The ad made viewers play around and have fun with the yuppies dancing across different work environments.
9. Regalo School of Acting by Lazada Philippines
So how do you react when you get a gift that you really don’t want to get for Christmas? Veteran actress Eugene Domingo showed the right type of reactions to hide your disappointment from your gift giver with the Regalo School of Acting. The ad drove home the point that Lazada has better gifting choices than a keychain or a picture frame.
10. Because you can never have too many dog videos by Globe Telecom
Globe Telecom’s Christmas “Create New Traditions” ad touched the hearts of dog lovers and non-dog lovers alike with its story of a “stray” dog, Chobo, and a Lolo who cared for him and found in him a companion. The title of the video did not prepare viewers for a twist in the story that Chobo was not a stray and was just lost by his original owners. The kind Lolo gave him back to his original family and in the process gained for him a new extended family.
These ads made their mark as great examples of storytelling. These brands were able to engage Filipino viewers and effectively communicate their message in a richer way through insightful stories, attention-grabbing intros, varied formats, and the power of both visuals and sound.
This kind of creative storytelling is what the first-ever YouTube Ads Awards Philippines wants to celebrate. Be part of this celebration by entering today at http://g.co/YTAdsAwardsPH!
