Each month, Be On – a branded long-form video creation, distribution and measurement business and part of AOL Platforms – rates the top five global brand videos.
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 and Overall campaign) measuring the campaign's online success. The rating scale is from 1 to 10, where 1 is the lowest.
1. 'Madden: The Movie' by EA Sports
Ad agency: Heat
Following last year's over-the-top Madden NFL 15 music video, "Madden Season", featuring actor Dave Franco and comedian 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 '80s and '90s.
In addition to Franco and actor Christopher Mintz-Plasse, the video features NFL superstars Rob Gronkowski, Julio Jones, Antonio Brown, Colin Kaepernick and Buffalo Bills 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. The brand has opted for a more creative approach to their content, deciding to cater to the broader 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 revolve around two main characters: Isaiah Mustafa, a suave hunk and "The Man Your Man Could Smell Like" figurehead; 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. It's 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.
With 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. 'The Brononymous Hotline - Help us #SavetheBros' by Organic Valley
Creative agency: Humanaut
Organic Valley are saving bros with their latest advertising campaign, "The Brononymous Hotline". Known for their satirical tone, this brand knows how to create hilarious bite-sized pieces of content.
The video raises awareness of the "dangers of chugging protein shakes made with scary chemicals" and promotes an organic supplement. Organic Valley debunks stereotypes, suggesting it takes a real man to say no to artificial ingredients.
The viral features numerous people with concealed identities recounting their vain attempts to help the bro in their life switch to an organic protein shake.
Offering a solution to the bros' woes, Organic Valley have created the Save the Bro website, giving them that extra bit of support. Viewers are encouraged to enter their bro's Twitter handle on the website and select the characteristic that makes their buddy a true bro. Organic Valley then tweet them with a personalised video and coupon for Organic Fuel – the perfect way to increase both their following and overall sales.
4. 'Cristiano Ronaldo in Disguise' by ROC
Ad agency: Shareability
Audio technology and mobile accessory gurus Monster have joined forces with footballer Cristiano Ronaldo (and eBay) to create the ROC brand. Ronaldo goes undercover in their first campaign, showing off his ball control in a square in Madrid while wearing a disguise, gradually building up momentum before a big reveal at the end.
What’s great about this campaign is the nonchalant responses he receives, proving his disguise is effective. One woman even ignores his request for her phone number. This viral is sure to bring a smile to most lips, as the viewer watches one young boy’s face light up when the football hero reveals his identity and signs a football for him.
Running just over four minutes, the film is on the longer end of the spectrum of this month's videos, but it shows audiences are willing to give up their time if the story unfolds at an engaging pace.
The video has racked up over 10.5 million views since it launched, including over 34,500 on Facebook. ROC 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 brands of the power of stunt-vertising. The video draws 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 series 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 within an extremely competitive group of adrenaline fuelled brands, maintaining intensity like a pro.
Be On, a division of AOL Platforms, is an end-to-end video platform for brands that creates, syndicates and measures premium content and campaigns globally. Be On have not been involved in the distribution of any of these campaigns.