TOP 5 GLOBAL VIDEOS - July 2015
Tuesday, 28 July 2015
Each month Be On rates the top 5 global pieces of branded video content. Be On’s ranking is based on an internally developed scorecard, where the videos are evaluated based on six general criteria (Instant Attractions, Audience Retention, Storytelling, Shareability, Production, Overall campaign) measuring the campaign’s online success. The rating is from 1-10, where 1 is the lowest.
Samsung: We Are Greater Than, I - Scores 9.2
Nike: Find Your Fast - Scores 8.5
GoPro HERO4 Session: So Small. So Stoked - Scores 8.4
Duracell: The Teddy Bear - Scores 8.3
Pampers: Pooface - Scores 8
1) “We are Greater than I” by Samsung
In the past two years, Samsung has established itself as one of the major players in online video advertising, alongside the likes of Nike and Coca-cola. The publishing schedule and content flow is both steady and versatile, providing something for all consumer groups, while keeping the production quality top notch. The newest Samsung campaign, “We are Greater than I”, continues in that path with two fantastic films. One focusing on cycling (https://youtu.be/M7tCtx_nN7g) and the other on a surfing competition, that Samsung is sponsoring. The visuals are breathtaking and the narration keeps the viewer in its grip throughout the video. July’s number one branded video is also a continuation of last year’s “Every Day is Day One” (https://youtu.be/k8i3slWAV_M), that won a Golden Lion in Cannes. With various installments, Samsung are definitely creating a larger story about community and belonging. A story that can arch through time and help them build a dedicated audience.
2) “Find Your Fast” by NIke
Agency: Must Be Something
Nike have pulled in an A-list cast for their latest “Find Your Fast” campaign, which aims to inspire everyone “to run their fastest mile”, and introduce their Air Zoom Elite 8 running shoe. Created by agency, Must Be Something, Neal Brennan, co-creator of the Chappelle Show, directed the video. It certainly aims to draw viewers in, with a fast paced film that pulls in cameos from the world’s sporting elite; including one of the world’s fastest men, Michael Johnson; tennis champion Serena Williams and football supremo, Wayne Rooney. The video also takes a quirky turn and includes the world’s fastest commercial, starring the magician David Blaine, basketball player, Kobe Bryant, as well as the fastest of the Looney Tunes characters - Road Runner. In under 16 days, (at time of writing) with close to 10 million views and over 2,000 likes on YouTube and a strong social media campaign, Nike has created an engaging video that instantly captivates audiences, making you want to up the pace.
3) “So Small. So Stoked” by GoPro
GoPro, the company famous for their small action cameras, are all about user created content in their video advertising. And what better medium than online video to reach the young and active core target demographic group of the small cameras. In “So Small. So Stoked” the multiple uses of the camera are showcased with breathtaking speed, energy and all with a sense of fun. Ranging from athletes surfing, climbing and motorcycling, to base jumping, footage from nearly all action sports are included in the four-minute clip.The first person shots, where the viewer sees what the athlete sees are just awesome. They capture unique moments whist also taking the viewer on their journey, helping to retain the viewer’s attention. GoPro, along with Red Bull, have really taken ownership of this kind of high octane adventure driven material. The brand is quickly becoming synonymous with fantastic content for the curious, action and adrenaline driven millennials who can’t wait to take a moment to escape, watch, explore and share. At the time of writing, the video had over nine million views on YouTube.
4) “The Teddy Bear” by Duracell
In under two minutes, Duracell has managed to tug the hearts of viewers across the world. Coinciding with US Independence Day, the video aims to honour soldiers and tells the true story of a father who was deployed overseas. He sent his daughter a teddy bear with his voice recorded, telling her that he “loves his baby girl”. The daughter quickly falls in love with the bear re-playing his message, even when she is frustrated that he has not returned home. The story ends with the father returning, creating an uplifting moment that you can’t but help feel touched by. Created by Anomaly, it is a compelling story about a difficult situation and highlights the difficulties that families face who are in the military. In under three weeks (at the time of writing), the video has had over 10 million views and 7,000 likes on YouTube. Duracell have created a powerful and engaging video, which brings batteries to life and more than something simply used for electronic equipment. It is also a nice touch having Hilary Swank, the daughter of a Air Force senior master sergeant, encouraging people to donate money to the Forces.
5) “Pooface” by Pampers
Agency: Saatchi & Saatchi
Sometimes the most brilliant ideas are very simple. Pampers, the brand behind baby diapers, have gone to the core of its products purpose in their mesmerizing video aptly titled “Pooface”. Together with agency Saatchi & Saatchi, they have captured ten adorable babies feeling the wonder and relief of pooing to the tunes of Strauss’s “Also sprach Zarathustra”, and all this in slow motion. The result is glorious, heartwarming and funny – keeping the emotional impact high like only baby, kitten or puppy videos can. It’s great to see Pampers taking ownership of the online video space and establishing their own approach. Instead of going the way of some of the other viral hits, like the hugely successful “Evian Roller Babies” (https://youtu.be/XQcVllWpwGs), Pampers are creating a noticeably different universe in the cute world of toddlers. And the strategy is working. Despite being published on July 1st, the video has already won a Cannes Lions and gained much publicity from the likes of People magazine to Adweek, not to mention over three millions views across different online channels.