The bedrock of compelling advertising is creativity. The Cannes Ads Leaderboard celebrates the YouTube ads that viewers have chosen to watch since last year’s Cannes Lions Festival. And the winners have leveraged some of the most powerful components of best-in-class advertising. Roya Zeitoune, YouTube culture and trends lead for EMEA says, “The Ads Leaderboard winners tap into the things that make for successful ads. Some evoke an emotional response, others use humor or celebrities — or a combination of those three elements.” The Cannes Leaderboard manifests a distinct trend we are seeing on YouTube toward long-form content, with the winning ads averaging just over 90-seconds long. Viewers are choosing to watch beyond the ads’ first 5 seconds, meaning brands need to be deliberate about how the story unfolds to hold attention. The result is story arcs with more compelling, dynamic hooks at the outset. Dessert first. Ads continue to unfold with up-tempo cadence, unexpected moments, and multiple story peaks to keep viewers engaged. Amazon’s “Not Everything Makes the Cut'' is a perfect example. There is a whisper of “a lot of fails” to pique curiosity, followed by multiple celebrity cameos, and culminating in a worldwide power outage. The 10 best-in-class ads use a variety of tools to build engagement. Among the strongest is brands’ use of dynamic storytelling to capture and hold viewer attention, thereby moving forward the industry’s definition of creative excellence. View the full list to inspire creativity in your future ads campaigns.

Coca-Cola | Vai no Gás

Brand Coca-Cola Creative Agency JWT Media Agency JWT & Kolab/McCann
1

Not Everything Makes the Cut – Amazon Super Bowl LIII Commercial

Brand Amazon Creative Agency Lucky Generals and Amazon Internal Creative Team Media Agency Rufus
2

إعلان Orange GO - علي ربيع

3

QUANG HẢI - THẮP LỬA NHỮNG GIẤC MƠ

Brand LG Creative Agency VietBuzzAd (VBA) and HSAd Vietnam Media Agency VietBuzzAd (VBA)
4

iPhone XS — Growth Spurt — Apple

Brand Apple Creative Agency TBWA\MAL Media Agency OMD
5

Shopee TVC: Shopee 12.12 Birthday Sale Blackpink (30 sec.)

Brand Shopee
6

The LEGO Movie Characters present: Safety Video - Turkish Airlines

Brand Turkish Airlines Creative Agency Warner Bros Media Agency People Initiative
7

Nike - Dream Crazy

Brand Nike Creative Agency Wieden & Kennedy Media Agency SapientRazorfish
8

The Internet of Things presents – #LikeABosch

Brand Bosch Creative Agency Jung von Matt/Alster Media Agency OMD
9

Galaxy Note9: Fortnite Supply Drop

Brand Samsung Media Agency Starcom
10

Ads Leaderboard

This special edition Leaderboard celebrates creative excellence by showcasing the ads that viewers chose to watch since last year's Cannes Lions Festival.

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