Most Popular UK YouTube Ads 2011: 5 Takeaways

Posted on December 9, 2011

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Listerine Mouth vs Life


Google recently released their data for the most popular UK YouTube Ads of 2011, and no surprise, there are a couple of very familiar faces holding top spot. But since New Year’s Eve is approaching, let’s begin with a countdown…

5. SAY HELLO TO MOE (AND LARRY AND CURLY)

Between you, me and the pink midgets, I’d like some confirmation on the stats for this one. I’m willing to believe oral mouthwash slapstick is high on everyone’s humor list , but 5th place? Ah well, here’s the lesson of the day, kids:

  • Throwing something (or, in this case, shooting a large amount of water) at someone is always funny.
  • It’s even funnier if they’re dressed up like idiots (or teeth and gums).

Just remember, viewers don’t want to see the bruises, psychological trauma, or the therapist’s bill—they like a nice cream pie in the kisser.

4. USE THE FORCE

By far my favorite of the bunch, Volkswagen’s Little Darth Vader conquered the world (and millions of viewers) with this ad. It’s a candy-coated nostalgia trip wrapped up in the nasal-congested black armor of doom, and it touches on some key advertising points:

  • Remember who is your father. Or your mother. Or anyone genetically associated with you. Check your sitcom stats—people like to watch stories about families.
  • Throw in a kid. Yes, cute faces and puppy dog tails still get us, every time.
  • Add a mega dose of pop culture (and instantly recognizable MUSIC!)
  • Spice it up with a little surprise—Darth as a 6-year-old? Cars that magically come alive? Anything can happen on YouTube.

3. HIT ME WITH YOUR RHYTHM STICKS

Urban menswear company Asos went truly urban with their innovative campaign. Even if it is blatant product placement, it’s still fun to watch.

  • Keep it short—this one’s only 20 seconds long (and 5 seconds of that is promo for Asos).
  • Tease viewers—after you’ve finished watching the guy walk along his elbow for the 86th time, you proceed to the link, where greater HD glories await.
  • Add MUSIC! And DANCE! Since the time the first humanoid pounded his sore-encrusted feet to the rhythm of the stampeding mammoths, we have responded to the beat.

2. CHROME DOMINATION

Jamal Edwards became a broadcasting phenomenon by tapping into the wonders of the WWW. He runs SB TV, has millions of views on his Smokey Barz YouTube channel, and is busy taking over the music world.

He’s 20.

So what do we learn from Google’s appropriation of Jamal’s success?

  • Don’t showcase yourself, showcase a customer. Preferably a wildly successful and ultra cool one.
  • Then show how imagination + your product/service = fantasyland.
  • Keep it real—viewers can spot a fake a mile off (they can also Google it).
  • Then add MUSIC.

1. THE ROYALS TAKE THE CAKE

T-Mobile’s spoof of the Royal Wedding shot to 1st place with a smart combination of factors. If you’re looking for the magic formula, here’s a start:

  • Tap into a viral craze (ask the 71+ million viewers of the JK Wedding Entrance Dance for feedback on this phenomenon).
  • Reference a hugely popular current event (lots of juicy keywords in that strategy).
  • Don’t feel you have to make it too slick and polished—this one had just the right amount of string-and-glue construction.
  • Oh, and add MUSIC!

BUT WAIT, THERE’S MORE…

For more coverage (and #6-#10), check out Brand Republic’s coverage of the YouTube Most Popular Ads 2011.

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Posted in: Online Marketing, Online Videos, Social Media