Google has released a special edition of the Asia Pacific YouTube Ads Leaderboard covering the 12 months since last year's Spikes Asia Festival of Creativity and this year's edition, which runs tomorrow through Friday in Singapore.
The list represents the top 10 ads on YouTube in Asia-Pacific that resonated most with audiences across the region through a combination of popularity and promotion, according to the company.
As Spikes Asia is a time for celebrating the creativity of brands and agencies across the region, it's fitting that the list showcases Asia-Pacific brands that have made ads so compelling that chose to watch them in some cases millions of times.
Southeast Asia emerges as a powerhouse of video creativity and audience engagement, with seven out of 10 of the ads coming from Vietnam (4) Thailand (2) and the Philippines (1).
India has two films in the top 10.
In the top spot is Vinamilk, which remade the most popular tune in the country from 2015, using the up-and-coming singer, Le Manh Quynh. This, combined with the classic theme of a daughter clashing with her mother-in-law, plus creative relatable lyrics made this ad entertaining and irresistibly catchy.
Speaking of music, it's worth noting that while all of the ads on the list feature music, six out of 10 go further by featuring bespoke music videos.
2. LG India
3. Bioré Vietnam
4. Nestlé Philippines
5. Trà TEA+ Plus
6. Nescafe Vietnam
7. Cadbury India
8. Sunsilk Thailand
9. Clash Royale
10. Maybelline Thailand
About The YouTube Ads Leaderboards showcases the most creative ads that people choose to watch. The list represents the top 10 ads on YouTube in Asia-Pacific that resonated most with audiences across the region from July 2016 - August 2017. Ads are determined by an algorithm that factors in watch time, paid views, organic views, and audience retention.