Burger King’s cheeky rival burger rework was one of the most popular commercials of the year. Image / YouTube
Alphabet’s YouTube has released a ranking of the 10 most popular ads in New Zealand for 2020.
The list showcases creative work from some of the country’s major national advertising agencies, but also features a number of venues from some of the rising independent shops.
YouTube is a very messy and competitive media environment that does demand a level of creativity.
Fiona Walford, head of Creative Development for Google Australia and New Zealand, said the 2020 leaderboard shows there is no formula for standing out on the channel – but a little humor would go a long way.
“2020 is a year to remember in many ways – for the creative industry, it’s a year of discovery: finding new ways to create and produce, ways to tell stories in new and untested environments, and finding out what resonates with all of us. experiencing a global pandemic amid a sea of uncertainty, “said Walford.
There’s plenty of humor across the board, from long-form storytelling, nodding off to competitors, to socially distanced Santa and even cheeky advertisements from top tech companies. “
The coveted number one spot this year was taken by HelloFresh for his unique work with local YouTube star How to Dad (Jordan Watson).
Amy Smith, managing director and head of marketing at HelloFresh, paid tribute to Watson for her ability to connect through humor and entertainment.
“Its focus on ‘simplicity’ when it comes to parenting is very much in tune with the simplicity that HelloFresh brings to dinner,” says Smith.
“These factors combine to create entertaining, brand-name content that ultimately results in strong audience engagement and another key metric.”
New Zealand’s Pitchblack is the only ad agency to appear twice in the top 10 list for 2020, securing second and third places.
The company’s work with Burger King resulted in what was undoubtedly one of the most memorable advertisements to hit the local market last year.
Burger King did not hold back from offending its main competitor, McDonald’s, by pointing out everything that was wrong with the Big Mac. Not satisfied, Burger King then raised the stakes by creating what it saw as a better version of the crown jewel in the McDonald’s lineup. It is ultimately a master class in competitive advertising.
Another prominent advertisement from a locally owned advertising agency can be found in the work by Motion Sickness for the Department of Home Affairs Te Tari Taiwhenua.
The agency’s ‘Keep it real online’ initiative is the headline of how to bring online dangers to the real world. The various scenarios featured in this year’s advertisement help show how our reactions to online threats do not always match the level of danger.
It wouldn’t be 2020’s list without the Covid public service announcement, and the New Zealand Police sent in with a little help from the quirky policeman who stars on the Wellington Paranormal.
Despite the enormous challenges of the past 12 months, the ad shown on the YouTube leaderboard again shows that Kiwi creativity is healthy. Hopefully this will continue.
So without further ado, here’s a rundown of all of the last year’s most popular ads.
10. Girls With Cold Feet | ASB Home Loan.
Creative Agency: WiTH Collective
Media Agencies: NZ acquisition
9. The important message of Covid-19 from Wellington Paranormal
Brand: New Zealand Police
Creative Agency: FCB NZ
8. Keep online
Brand: Ministry of Home Affairs, Ministry of Home Affairs
Creative Agencies & Media: Movement Diseases
7. Choose your type of happiness
Brand: Fly Buys
Creative Agency: Colenso BBDO
Media Agency: Mindshare NZ
6. Apple Watch Series 6
Creative Agency: Media Arts Lab
Media Agent: OMD
5. OPPO Find X2 Pro | Get out now
Media Agents: Sinointeractives
4. Macca’s You Choose Your Cheeseburger Combo
Creative Agency: DDB
Media Agent: OMD NZ
3. ‘Truly a flight before Christmas
Brand: Air New Zealand
Creative Agency: Pitchblack
Media Agent: Carat
2. The Big King XL – Big MMM Boost
Brand: Burger King
Creative agent: Pitchblack
Media agent: MBM
1. How to Have Dinner Ep 2 with New Zealand Rugby Star Richie Mo’unga
Creative agents and media: Emotives