YouTube has released its Bumper Ads Leaderboard, which showcases the top 10 six-second adverts that people loved this year. It’s the battle of the FMCG brands, with Doritos, Papa John’s and Cadbury all making a play for first place.
The top spot is taken by Mars-owned confectionary brand, Maltesers, promoting its Maltesers Buttons product, which shows two people using the buttons as substitutes for a game of Tiddlywinks.
Chocolate overall has made for great snackable ads, with Maltesers and Cadbury adverts performing highly in the leaderboard, as well as a strong showing from Oreo.
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Doritos UK takes the second spot, blending real-life with animation to promote their new two-flavoured tortilla chips. Oreo Cookie falls in third place, with a creative twist that shows various people creating Oreo-inspired eyebrows – or #OreoBrows!
The top ten six second ads in the Bumper Ads Leaderboard were initially ranked by an algorithm that factors in total views and engagements. The adverts were then ranked by a user creative ratings survey run by Ipsos, which considers four parameters: likeability, memorability, emotion and brand linkage.
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The full list is below.
| Video Title | Video Url | Brand | |
| 1 | NEW Maltesers Buttons – Tiddlywinks | https://www.youtube.com/watch?v=P1kUqZd3RRM | Maltesers |
| 2 | NEW Doritos Collisions – A battle of two flavours | https://www.youtube.com/watch?v=OqS8Zjk_gIA | Doritos UK |
| 3 | OREOBROWS – Some People’ll Do Anything For An Oreo | https://www.youtube.com/watch?v=QqfuvG6Rxpo | Oreo Cookie |
| 4 | Cadbury Fingers – Cupboard Raider | https://www.youtube.com/watch?v=fPIhccCBnSg | Cadbury |
| 5 | Clear results with Clearblue digital pregnancy tests (For United Kingdom and Ireland) | https://www.youtube.com/watch?v=pfkq_hBU9oU | Clearblue |
| 6 | Welcome to the fun-filled world of Oreo Ice Cream | https://www.youtube.com/watch?v=SreBqQzDsxA | Oreo Ice Cream |
| 7 | NEW The Hot Dog Pizza | https://www.youtube.com/watch?v=i-Eb5sIWnP8 | Papa John’s Pizza GB |
| 8 | Four wipes 6s copy | https://www.youtube.com/watch?v=z5FjEt0FbCI | Dettol |
| 9 | Find the gift that helps them find their Gift | https://www.youtube.com/watch?v=iSDejQfW9gI | Very.co.uk |
| 10 | Naked Chicken Taco | https://www.youtube.com/watch?v=FHB7tl_LApY | Taco Bell UK |
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