Top 5 Global Videos - November 2015
Tuesday, 8 December 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.
Johnnie Walker: 9
Old Navy: 8.9
Star Wars: 8.5
Battersea Cats and Dogs: 8.2
1. Johnnie Walker: Blue Label presents Jude Law in ‘The Gentleman’s Wager II’
Scottish whiskey brand, Johnnie Walker, oozes style and masculinity in their suitably swish ‘Gentleman’s Wager II’ spot. Starring Jude Law, Giancarlo Giannini and Zhao Wei, it sees two men enter a wager over a one of a kind vintage car that propels Jude Law on an adventure from Southern Italy to Monte Carlo. Over eleven minutes long, the video is the lengthiest on the Top 5 this month and makes the most of every second. Some stories can’t be rushed and who knows this better than the creators of this world renowned luxury whiskey. A brand that emerged from humble beginnings after John “Johnnie” Walker started selling whisky in his grocer’s shop in Ayrshire, Scotland, the luxurious setting of this video and star studded cast say a lot about how far it’s come, whilst still staying true to its roots.
2. Old Navy Presents: Snoopin’ Around
American clothing and accessories retailer, Old Navy, takes its Black Friday and Thanksgiving campaign up a notch, with its latest spot featuring none other than Snoop Dogg. The video also stars Julia Louis-Dreyfus and Kumail Nanjiani and is geared around a one million dollar giveaway on Thanksgiving Day. One of the first fifty people in line at their local Old Navy store has a chance to win this lump sum and the brand has opted for a less conventional campaign to promote the sweepstake. When two amateur robbers break into Snoops abode, it doesn’t take them long to realise there are far easier ways of making a quick buck. Clocking up over 4.1 million views in the first five days of launching the video, Old Navy’s creative approach to the festive season clearly paid off, even if the robbers are less successful.
3. Star Wars: Battlefront – Become more powerful
The force is strong with this one. This ad for the new Star Wars: Battlefront game demonstrates how widespread and powerful the fan base is for this franchise. The spot opens with a young woman in a comic book store reading a Star Wars magazine who disappears, leaving behind just her clothes. The ad continues to show other people in everyday situations suddenly doing the same thing, including US actress, Anna Kendrick. This ad relates perfectly to how this game’s dedicated fan base will react to its launch, showing how easily players can be drawn into the game. Since its release on November 9th, the video (at the time of writing) has garnered 5,866,632 views, showing how the creative approach has resonated with consumers.
4. Battersea Cats and Dogs: Who Needs Who?
Battersea Dogs & Cats Home demonstrates how people need rescuing just as much as animals in ‘Who Needs Who’. This spot switches up its focus by delving into the stories of those that adopt pets and reveals to viewers why adoption is mutually beneficial. The video bursts with positivity and tackles depression head on. The dogs and cats home has mastered the art of empathy and raises awareness of the effects of backstreet breeding. This charity isn’t afraid to experiment with their tone, with great success. The spot has sparked numerous positive comments on YouTube, praising the campaign for its honest approach and reflecting a more accurate portrayal of individuals from all walks of life. Furthermore, ‘Who Needs Who’ has inspired others to share their personal stories online and join the conversation.
5. KFC - #FriendshipBucketTest
Friends get us through the hardest of times and are there for us at our best and worst. Christmas is the time of the year when we are grateful for our family and friends and KFC has tapped into the holiday spirit. This 30-second ad features real-life customers as they are tested on their friendship by answering the following question, “What’s the nicest thing you’ve done for me?”. Aptly titled the #FriendshipBucketTest, if friends match their answers correctly they’re awarded with a succulent bucket of KFC fried chicken - the friendship bucket. Captured by BBH London and director MJ Delaney, the spot is sweet, simple and most importantly, shareable. Spreading the feel-good factor, the ad has received 148,172 views since it was released on the 16th November. The hashtag has also picked up an immense amount of attention on social media with consumers taking part in the quiz and challenging their friends.