According to YouTube’s ABCDs, a core part of creative effectiveness is emotional connection. In fact, ads evoking high emotional connection are 64% more likely to drive strong engagement compared to those that evoke low emotional connection. In response, brands are trying to connect more meaningfully with consumers by tugging at their heartstrings, and that’s what we’ve seen in the Q2 Ads Leaderboard. In an era where data rules, the Q2 Leaderboard showcases ads that supersede targeted and personalized content and tap into the things that connect us — the struggles of parenting, the dreams of youth, and the hope for a better tomorrow.

Shot on iPhone XS — Don’t mess with Mother — Apple

Brand Apple Creative Agency Media Arts Lab Media Agency OMD
1

GET HULU WITH NO ADS

Brand Hulu Creative Agency Big Family Table Media Agency Universal McCann
2

What happens when the Gecko wears the Infinity Gauntlet - GEICO Insurance

Brand GEICO Insurance Creative Agency The Martin Agency
3

Hello Light | ID. BUZZ

Brand Volkswagen USA Creative Agency Johannes Leonardo Media Agency PHD
4

Beats By Dre | Powerbeats Pro | Unleashed

Brand Beats by Dre Creative Agency Zambezi Media Agency PMG
5

Coated Ice Mint Lozenge Taste Test Drive with Dale Earnhardt Jr. | Nicorette

Brand Nicorette & NicoDerm CQ Creative Agency Weber Shandwick Media Agency Platform GSK a Publicis Model
6

Audi Presents: Science Fair

Brand Audi USA Creative Agency M/H VCCP Media Agency PHD
7

Parenting 1:01: A Moment in Search

Brand Google Creative Agency Google Brand Studio Media Agency Essence
8

Nike – Dream With Us

Brand Nike Creative Agency Wieden & Kennedy Media Agency Publicis Sapient
9

Budweiser | This Bud’s For 3 | Dwyane Wade

Brand Budweiser Creative Agency VaynerMedia Media Agency SocialCode
10

Ads Leaderboard

Ads are determined by an algorithm that factors in organic and paid views, watch time and audience retention.

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