Advertising surrounds us. And while ads can be annoying when they interrupt our favorite video, people still search online to view compelling ads. Starting a new year is a good time to examine the winning campaigns from last year and evaluate the elements that made them interesting enough that people searched for them on online.
The most compelling advertisements and videos are ones that have a strong story, humor, inspiration, and excitement. They build a bond with the audience, and inspire thoughts and action. It’s not easy to create a short video that engages audiences and inspires them to share the video and view it more than once, so it is worth examining the top advertising videos of 2022.
The winners are:
- Amazon – Amazon’s Big Game Commercial: Mind Reader
- Clash of Clans – Welcome to CLAN CAPITAL
- Hyundai Worldwide – Goal of the Century x BTS
- HBO Max – Harry Potter 20th Anniversary: Return to Hogwarts
- Apple – Introducing iPhone 14 Pro
- Netflix – All of Us are Dead – Official Trailer
- Squarespace – Sally’s Seashells Big Game Commercial
- BMW USA – Zeus & Hera
- Hulu – The Kardashians Official Trailer
- LEGO – The Magical World of Disney’s Encanto
Remember, these are the ads that people seek and choose to watch – a marketer’s dream come true! (Note: Ads are determined by an algorithm that factors in organic and paid views, watch time, and audience retention.)
What is your top ad from 2022?
Group Activities and Discussion Questions:
- Discuss the importance of branding and brand management. How do the videos fit into branding?
- Divide students into teams. Have each team analyze one of the following videos with respect to target market, key message, type of appeal, etc.
- Ads are available at: https://www.youtube.com/intl/en_us/ads/news-and-inspiration/ads-leaderboard/youtube-ads-leaderboard-2022-year-end-wrap-up-us/
- Have some of the teams view the top global ads and compare with U.S. viewing: https://www.youtube.com/intl/en_us/ads/news-and-inspiration/ads-leaderboard/youtube-ads-leaderboard-2022-year-end-wrap-up-global/
- When teams have completed this, have each team show the video and discuss their analysis with the rest of the class.
- What are the commonalities between the videos? What are the differences?
- What should other companies do to replicate the success?
Source: YouTube. Ads Leaderboard: 2022 year-end-wrap-up.