1. Nationwide – Voices Nationwide: Flo & Joan on sibling rivalry
Flo and Joan’s melodic ode to the ups and downs of sisterhood banked Nationwide the title of January’s best-performing YouTube ad. From sweet and savoury clashes to dance floor discrepancies, the comedy duo sang and egg-shakered their way to eventually realise that, despite their infuriating differences, they have to love each other because they’re family – ultimately helping Nationwide to achieve its goal of showing that it “understands there are countless types of relationship”.
Creative agency: VCCP
Media agency: Wavemaker
2. Calvin Klein – Our Family. #MyCalvins: Kardashian/Jenner
Families share everything, apparently – or so Calvin Klein wanted to demonstrate with a raucous game of university favourite: ‘Never have I ever…’. The second most popular advert in January featured an unknown family sharing some of their most intimate moments – including a Calvin Klein sports bra, some abs and numerous side-boobs.
Creative agency: In-house
Media agency: Vizeum
3. Footasylum – Footasylum x MoStack: Nike VaporMax Plus
Footasylum teamed up with hip-hop/rap artist MoStack to celebrate the release of what sounds like an e-cigarette on steroids but was actually Nike’s latest trainer: the Nike VaporMax Plus. The ad tells the story of a “modern hybrid through its adopted home”: the streets (and laundrettes) of London. Strangely, they decided not to mention the £170 price tag.
4. On the Beach Holidays – Let’s Get You To The Beach
On the Beach Holidays wanted to step into 2018 with an ad that was upbeat, fun and all about the beach – “just like us”. And what better way to do that than with a happy human sandcastle frolicking on the beach and downing luminous cocktails along to The Chi-Lites’s ‘I Found Sunshine’ without a care in the world.
Creative agency: Cheetham Bell
Media agency: the7stars
5. Laundrapp – You do the living, we do the laundry
Dancing clothes? Check. Funky jingle? Check. Branding? Check. Dry cleaning and laundry service Laundrapp made sure it wafted into the New Year smelling of a fresh summer’s breeze, with its promise to take away the painstaking burden of having to wash your own clothes. And if that’s not enough, they even do the ironing.
6. Apple – iPhone X: Animoji Yourself
Creative agency: Media Arts Lab
Media agency: OMD
7. Vauxhall – Grand Engineering: Grandland X
Media agency: MediaCom
8. Gymshark – LA Gymshark Pop-up Store
9. OnePlus – 5T Sandstone White Limited Edition
10. RZSS Edinburgh Zoo – The Giant Lanterns
Media agency: Space and Time