Music videos were well represented in the list of the most entertaining ads on Czech YouTube in 2022. Each year, the YouTube Ads Leaderboard compares the success of ads based on the number of views and overall viewer interaction with the video. This year's surprise is not only the dominance of sponsor McDonald's, which took four spots on the leaderboard, but also the unusual length of the ads and the frequent use of the music video format. Popular Czech creators Přemek Forejt, Kapitán Demo, Michal David and Pokáč were behind the music track of the most popular spots last year.
McDonald's succeeded with four commercials this year, making it the overall winner of this ranking. The winning Mc'n'Roll spot, starring chef Přemek Forejt, was the most popular, and was developed by creative agencies MSL Czech Republic, Leo Burnett and producer Jiří Burian. The singer-songwriter Pokáč also lent his face and voice to the brand in the song Žeru naši planetu (I'm eating our planet), which came third in the ranking. The fourth most popular spot in the ranking was Přemek Forejt's excursion to the Přemek fries factory to visit suppliers. Also in the last spot, How Happiness Looks, the Follow Bubble creative agency bet on popular YouTube creators - Gogoman and Martin Creep.
"While we have clearly defined communication priorities when creating creative campaigns and activations, it is more about encouraging the sharing of ideas and integrating the specific know-how of our agencies than direct management. Integrated communication has repeatedly borne fruit and we will definitely continue it," says Jitka Pajurková, Director of PR and Communications at McDonald's Czech Republic and Slovakia.
The second place was taken by the Penny Market chain, which in its emotionally powerful Christmas Ad 2022 called on the audience to be neighbours and help others. Inhouse's spot surprises with its ability to engage the viewer even within a longer running time. Equally successful was another spot from the chain, We Live with You 25 Years in Nice Czech, which reached seventh place in the ranking. An adaptation of the song Non stop performed by Michal David was the basis for the ad, which was created by the Wilhelm King creative agency.
Last year's success was also achieved by the music-themed spot MéněVíce, which earned Kofola fifth place. The creative was handled by the WMC Grey agency team, which relied on the emotions associated with young summer love. Once again, there was a catchy music component that set the story in a summer festival atmosphere.
Fiobanka managed to reach the audience with its offer of investment accounts through comedian and actor Štěpán Kozub, whose face is repeatedly associated with the brand. Kozub contributed significantly to the sixth place in the ranking. The creative idea behind the clip "For All the Joys of the World: Card, Cash, As You Want It" was conceived by the agency Jinej gang.
"The YouTube Ads Leaderboard once again showed how dynamically the advertising scene is changing. The surprise is the fact that a single advertiser occupies four places on the list. All of the winning spots managed to hold the attention of viewers despite the long running time, thanks to the media's familiar faces, catchy music and strong emotions. We can see from the brandlift results that longer time spent watching a video has a positive impact on overall brand perception,"
says Petr Houzar, Sales Director of YouTube in the Czech Republic and Slovakia.
The clip from the State Institute of Health, which ranked eighth in the ranking, is proof that advertisers from state institutions can also make good use of YouTube advertising. In their music-themed spot Antibiotics are losing their power, the creators relied on a good dose of humour combined with music and the voice of Captain Demo. The viewers agreed that the creative work of the McCann Prague agency was successful not only in the positive comments under the video itself.
The video clip The Voice of Lidl was also used by the Lidl chain, which, like competing brands, used the popular image and voice of Captain Demo. He performed a song about Brand Discount Week for the commercial. In this case, the creative development and communication was handled by the Inhouse agency.
Source: mediaguru.cz
