From smartphones, to mini movies and vivid graphics, the Leaderboard reflects the eclectic mix of ads on YouTube and the creative use of content by advertisers to win attention and drive action. A few notable themes are: Gadgets galore: Singapore’s Year-in-Search 2017 revealed that the city-state is a nation of techies, with the iPhone 8 and iPhone X earning top spots. Singaporeans also showed their love for smartphones through the ads they watched. Star power: Apple’s iPhone 7 ad stars Dwayne Johnson doing a series of funny stunts. But sometimes global stars are not quite the right fit, with local social influencer, Aarika Lee, featured in two winning ads. Cinematic ads: Singapore Airlines' unconventional flight safety video is a beautiful film, while LEGO and Nutella created bite-sized movies with engaging storylines.

1

IPhone 7 — The Rock x Siri Dominate the Day — Apple

Brand Apple Singapore Creative Agency MAL Media Agency OMD
2

Xperia XZ1

Brand Sony Mobile Singapore Media Agency MediaCom
3

Royal Caribbean #RCIFAMILYFIRST

Brand Royal Caribbean Cruises (Asia) Creative Agency JWT X Mirum’s The Social Team Media Agency MindShare
4

New In-flight Safety Video | Singapore Airlines

Brand Singapore Airlines Creative Agency TBWA Media Agency Zenith
5

Nutella Christmas Tales | The Enchanted Little Tree

Brand Nutella Singapore Media Agency PHD
6

Samsung Galaxy Note8: Official Introduction

Brand Samsung Creative Agency Cheil Media Agency Starcom
7

The Breakout Bunch - LEGO City - Mini Movie

Brand LEGO Media Agency Carat
8

The perfect Summer day – LEGO Friends - Mini Movie

Brand LEGO Media Agency Carat
9

How can MySkillsFuture help in your skills and career development?

Brand SkillsFutureSG Creative Agency Splash Media Agency dxglobal
10

McDelivery – Anytime, Anywhere

Brand McDSG Creative Agency DDB Media Agency OMD

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