Top 5 Global Videos - August 2015
Tuesday, 1 September 2015
Each month Be On rates the top 5 global pieces of branded video content. Be On’s ranking is based on an internally developed scorecard, where the videos are evaluated based on six general criteria (Instant Attractions, Audience Retention, Storytelling, Shareability, Production, Overall campaign) measuring the campaign’s online success. The rating is from 1-10, where 1 is the lowest.
1) Madden NFL 16 Madden: The Movie - 9
2) Old Spice: And So It Begins - 8.6
3) Organic Valley: The Brononymous Hotline - 8.5
4) ROC: Cristiano Ronaldo In Disguise - 8.3
5) DC shoes: Robbie Maddison’s ‘Pipe Dream’ - 8
1) Madden: The Movie by EA Sports
Ad Agency: Heat
Following last year’s over-the-topMadden NFL 15 music video, “Madden Season”, featuring Dave Franco and Kevin Hart, EA Sports has released what could be the best video game trailer of the year. Madden: The Movie reimagines the professional football game as a four-minute action film, masterfully spoofing action cliches from the 80’s and 90’s. In addition to Franco and actor, Christopher Mintz-Plasse, the video features NFL superstars Rob Gronkowski, Julio Jones, Antonio Brown, Colin Kaepernick and head coach Rex Ryan as action heroes. Even a Tyrannosaurus Rex is thrown into the mix. EA Sports know how to reach beyond what’s expected of video game trailers, which typically showcase new features of the game, rather than tell a story. This brand has opted for a more creative approach to their content in order to cater to the interests of their target audience. Aligning the game with top tier talent adds appeal and starts conversations in time for the game’s release.
2) And So it Begins by Old Spice
Ad Agency: Wieden + Kennedy, Portland
Since 2010, Old Spice has created a string of successful ads that evolve around two main characters. Isaiah Mustafa represents the suave hunk with the ability to make women swoon and is also the original “The Man Your Man Could Smell Like” figurehead boasting a strong following in the US. And Terry Crews, a brash and bulky testosterone-driven tough guy. In “And So It Begins” these two characters are brought together to help men pick the right scent for their personality. Its the first in a series of seven spots that will be released later this year and introduces what is likely to be one of the most memorable combos in advertising history. Through online video, Old Spice has succeeded in what most brands dream of: creating a popular cultural phenomenon that outlives a stand alone piece of video content. This brand knows that whilst cologne is personal, it is also universal and have capitalised on that fact.
3 Organic Valley: The Brononymous Hotline - Help us #SavetheBros
Creative Agency: Humanaut
Organic Valley are back saving ‘Bros’ once again, with their latest campaign, ‘The Brononymous Hotline’. Known for their satirical tone, this brand knows how to create hilarious bite-sized pieces of content. Shot in a documentary style and featuring many a muscly man, the video raises awareness of the ‘dangers of chugging protein shakes made with scary chemicals’ and instead promotes a cleaner, organic supplement. Organic Valley debunk stereotypes, proving it takes a real man to say no to artificial ingredients. The viral features numerous Bros, all concealing their identities as they recount the times they’ve been bullied for trying organic protein shakes. Offering a solution to the Bros woes, Organic Valley have created the Brononymous Hotline, giving them that extra bit of support. And this brand knows how to keep it fresh. Viewers are encouraged to enter their Bro’s Twitter handle on the website, telling them what makes their buddy a true Bro. Organic Valley then tweet at them with a personalised video and coupon for Organic Fuel – the perfect way to increase both their following and overall sales.
4) ROC: Cristiano Ronaldo in Disguise
Ad Agency: Shareability
Audio technology and mobile accessory gurus, ROC Live Life Loud, join forces with football legend Ronaldo, as he goes under-cover in their latest campaign. Whilst walking his dog in disguise through a square in Madrid, Ronaldo, starts his tricks simple, gradually building up momentum, before a big reveal at the end. What’s great about this campaign is the nonchalant response he receives, proving his disguise to be authentic. One woman even rejects him when he requests her phone number. This viral is sure to bring a smile to most, as the viewer watches one young boy’s face light up when his football hero reveals his identity and signs his football. Running just over four minutes, the film is on the longer end of the spectrum this month, but proves audiences are willing to give up their time if the story unfolds at an engaging pace. The video has ramped up over 10.5 million views since it launched and has attracted over 34,500 on Facebook. ROC know how to pick their talent and understand the importance of not only telling an interesting story, but delivering it in the right way.
5) Robbie Maddison’s “Pipe Dream” by DC Shoes
Director: Deven Stephens
DC shoes leave a lasting impression with their latest four minute viral featuring Robbie Maddison surfing on a converted dirt-bike, across the steep waves of Tahiti. The imagery is astounding and reminds viewers of the power of stunt-vertising. The video grips the viewer in and holds them there until the very end, as they feel part of this epic journey. DC shoes is a veteran of remarkable online video content, as the brand behind the infamous Gymkhana driving stunt featuring Ken Block which launched back in 2008. Working with some of the world’s top content producers such as Red Bull, DC manages to stand out withinan extremely competitive group of adrenaline fuelled brands, maintaining intensity at every corner like a pro.