YouTube’s top ads of 2018 show that a good story sells

YouTube has released its list off top-scoring ads for 2018 topped by a nearly four minute epic for German property portal Immowelt from Kolle Rebbe Hamburg.

Ccalculated by an algorithm – yikes – that factors in audience engagement and retention (how much of a video people watched.)

Immowelt seems to be making the point that you had more room in the good old days than now – before Immowelt came along to help. Bit of a ramble but diverting all the same: did you know that Aztecs in full war gear would struggle in economy?

Pleasingly bonkers. Interesting that people (presumably) stayed with it for so long.

Even more so that Estrella Damm’s epic in third is nearly 12 minutes.

YouTube owner Google does pretty well with two. Two UK Christmas ads make the cut: adam&eveDDB’s Elton John effort for John Lewis (a win for all three, Elton has a tour coming up) and Wieden+Kennedy’s spin on 2018’s popular theme of school concerts for Sainsbury’s.

W+K’s ‘Dream Crazy’ with Colin Kaepernick for Nike shows that corporate bravery can pay off – in the right hands.

Here’s the top ten.

1 Immowelt – Germany
2 Google – Home Alone Again with the Google Assistant – US
3 Estrella Damm – Álex y Julia – Spain
4 Nike – Dream Crazy – US
5 Turkish Airlines – Lego Safety Video – Turkey
6 John Lewis & Partners – Christmas Ad 2018 – UK
7 Sainsbury’s – The Big Night – UK
8 Clash of Clans – Hammer Jam! – Finland
9 YouTube Music – Open the world of music – US
10 Samsung Galaxy Note9 – Fortnite Supply Drop – South Korea

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.