It’s been a humdinger of a year for advertising. We’ve had some of the amazing Super Bowl spots to salivate over, balls telling us they have feelings too, and a heap of our weekly ad round-ups which feature the weird, wonderful and WTF.
Viral marketing and tech company Unruly has also swept the global ad market and come up with a list of the top 20 ads of the year, based on their sharability.
Unruly picked apart the ads which had the most number of shares – not views – on social media platforms, which in turn measures the chatter around the ad, calling it the virality of the clip.
Unruly’s Australia managing director Lance Traore said: “We’ve been collecting and analysing consumer data on video consumption and sharing patterns since 2006 and one of the key drivers to video shareability is emotional intensity – how an ad makes a person feel.
“From the joy you feel when your pup welcomes you home to nostalgic memories of your childhood pet, animals can tap into a wide range of emotions that have broad appeal. By placing the focus on friendship and shared experiences, advertisers in 2015 have successfully used dogs, cats and other furry friends to provoke strong feelings of warmth and well-being.”
Data was collected from 1 January 2015 to 16 November 2015. Below is the top 20.
1. GOOGLE ANDROID – FRIENDS FUREVER
Shared: The ad was shared 6,432,921 times across Facebook, Twitter and blogs since its February launch. It’s the most shared ad not only of this year, but ever, according to Unruly.
Agency: Droga5 New York
2. DISNEY – DISNEY CHARACTERS SURPRISE SHOPPERS
Shared: 3,943,997
Agency: Grand Visual
3. PURINA – THIS MAN FOUND HIS SOULMATE IN A PUPPY AND IT’S ADORABLE
Shared: 3,021,499
Agency: BuzzFeed
4. ROC BY RONALDO/MONSTER – CRISTIANO RONALDO – PEOPLE ARE GOING TO THINK I’M CRAZY!
Shared: 2,995,849
Agency: Shareability
5. BUDWEISER – SUPER BOWL COMMERCIAL ‘LOST DOG’
Shared: 2,808,541
Agency: Anomaly
6. AD COUNCIL – DIVERSITY AND INCLUSION, ‘LOVE HAS NO LABELS’
Shared: 2,743,138
Agency: R/GA
7. ZORBA – MAYA
Shared: 2,634,706
8. FANPAGE.IT – SLAP HER: CHILDREN’S REACTIONS
Shared: 2,365,612
9. MICROSOFT – ROBERT DOWNEY JR. DELIVERS A REAL BIONIC ARM
Shared: 2,119,279
Agency: POSSIBLE
10. KLEENEX – UNLIKELY BEST FRIENDS
Shared: 2,027,213
Agency: VSA Partners
11. METFLIFE – MY DAD’S STORY, DREAM FOR MY CHILD
Shared: 1,497,418
Agency: BBDO Hong Kong
12. PANDORA – THE UNIQUE CONNECTION
Shared: 1,157,824
13. DC SHOES – ROBBIE MADDISON’S PIPE DREAM
Shared: 1,058,149
14. SUPERCELL – CLASH OF CLANS: REVENGE
Shared: 1,005,673
Agency: Barton F. Graf
15. RED NOSE DAY – COLDPLAY’S GAME OF THRONES MUSICAL
Shared: 998,762
16. ADIDAS – CREATE YOUR OWN GAME
Shared: 779,019
Agency: 72andSunny
17. JOHN LEWIS – #MANONTHEMOON
Shared: 693,343
Agency: Adam & Eve
18. ADIDAS – UNFOLLOW FEAT. LEO MESSI
Shared: 681,645
Agency: 72andSunny
19. SAINSBURY’S – MOG’S CHRISTMAS CALAMITY
Shared: 629,720
Agency: AMV BBDO
20. ADIDAS – YESTERDAY IS GONE
Shared: 625,545
Agency: 72andSunny
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