YouTube ranks the top 10 Singaporean ads for 2017

Google has released a list of 10 Singaporean ads that it deems to have performed the best during the first half of 2017.

Chosen by a team at YouTube’s APAC headquarters in Singapore, the list represents the top 10 ads to have “resonated with Singaporean viewers”.

Collectively the ads on the leaderboard have more than 2.4 million organic and paid views. However, YouTube claims the number of views was only one metric used to determine the list. The video platform refused to disclose further details of the judging process.

At number 10 is RedMart’s 14-second ‘Shop as you’re ready’ ad, made by J. Walter Thompson, which won the grocery delivery account last year.

In ninth place is ‘Singaporeans Try: Reacting To Their Resumes’, episode 98, a six-minute content set piece aimed at encouraging people to subscribe to the Singaporean lifestyle website The Smart Local.

Singapore’s state minister for communications and information Chee Hong Tat gives viewers a taste of his karaoke repertoire in this government video for Chinese New Year. YouTube ranked this at number eight.

In seventh place is the Ministry of Defence’s ‘Our everyday is defending yours’, a 90-second recruitment video for the Singaporean navy.

At number 6 is ‘Celebrate Togetherness’, one of Ogilvy’s last major campaigns for Singtel before they lost the creative account to BBH. Created for Chinese New Year, the 90-second video follows the youngest member of a lion dance troupe preparing for the celebrations.

Coming in fifth place is another from the govsingapore YouTube account for the Ministry of Communications and Information. This time, the 10-minute video ‘Together Apart’ explores Singaporean-foreigner relations and issues of social integration.

Who in Singapore doesn’t love cashback? Well cashback comparison app Deja its point quite clear with this 22-second clip showing two women leaving a shopping trip with very different results. YouTube ranked this as the fourth best video for 2017 so far.

Making it into the top three is DDB’s K-drama-inspired ad for McDonald’s Seoul spicy burger.

Just missing the number one spot is this 10-minute film from DBS. Forming part of the bank’s ‘Sparks’ content series, the second video on YouTube’s list is entitled ‘New Beginnings’ and forms the sixth episode in the series.

And finally, YouTube’s favourite Singaporean ad for [the first half of] 2017 is ‘Gillette Salutes the National Serviceman in you’. Released in May, the video has reached half a million views and preceded this year’s NS50 celebrations.



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