1. John Lewis Christmas Advert 2013 – The Bear & The Hare
Creative Agency: Adam & Eve DDB
Media Agency: MGOMD
John Lewis launched its animated ad to much fanfare at the start of November encouraging thousands of viewers to watch it online ahead of its TV broadcast during X-Factor. The strategy has clearly paid off with the brand topping big-budget efforts from the likes of Activsion and Volkswagen.
2. Official Call of Duty: Ghosts Live-Action Trailer – “Epic Night Out”
Creative Agency: 72andSunny
Media Agency: MEC
Activision fired up the marketing machine for its annual Call of Duty release in the hopes of topping the record sales of last year’s entry. Sales of Ghosts has been slow to date, but the advert, which features Hollywood actress Megan Fox, shows the gaming franchise has not lost its knack when it comes to epic marketing.
3. Kmart: Show Your Joe
Creative Agency: DraftFCB
Kmart’s cheeky rendition of “Jingle Bells” caused a stir in America when it launched last month with some fans claiming the sight of men in boxer shorts shaking their hips to the festive tune was in poor taste. Judging by the number of views it has chalked up, it would appear others are thanking the company for bringing some holiday joy, literally into their lives.
4. The M&S Christmas TV advert 2013
Creative Agency: RKCR/Y&R
Media Agency: Walker Media
The retailer’s big-budget Christmas campaign riffs on the story of Alice in Wonderland and is peppered by guest appearances from actor Helena Bonham-Carter alongside models Rosie Huntington-Whitely and David Gandy.
5. GTI + Underworld – Play the Road Official Video
Creative Agency: Tribal Worldwide Media Agency: Mediacom
Volkswagen video to demonstrate how its latest app conducts electro symphonies to the tune of a driver’s actions proved a hit with UK viewers. The brand roped in stars including Tottenham Hotspur’s Sandro and Boardwalk Empire actor Stephen Graham to encourage people to watch the app in action.
6. Need For Speed: Ken Block’s Gymkhana Six – Ultimate Gymkhana Grid Course
7. Sainsbury’s Christmas Advert 2013 – Full Length
Creative Agency:AMV BBDO
Media Agency: PHD
8. Adidas Football – Samba Collection
Creative Agency: United State of Fans TBWA
Media Agency: Carat Global
Media Agency: Initiative
10. Three – The Pony at Christmas #DancePonyDance Advert
Creative Agency: W&K
Media Agency: Mindshare
*Ranks are determined using some of YouTube’s signals of viewer choice – number of views within the country, view rate (how much of an ad people choose to watch), and percentage of organic views versus paid views