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. "Serena Williams, unmatched" by Gatorade
Ad Agency: TBWA/Chiat/Day Los Angeles
Gatorade’s latest instalment of their #WinFromWithin campaign stars world tennis champion, Serena Williams, timed to the US Open Tournament.
"Unmatched" takes a look at the highs and lows of being one of the world’s top professional athletes. The viewer is treated to real life footage of her playing as a teen in Compton, LA, alongside moments of frustration and glory.
The video is part of a series of short virals that document the champion’s rise to fame. For instance, "sisterhood" touches upon her competitive relationship with Venus, "visualisation" homes in on the influence of her father, and "determination" rounds off the journey by exploring how it feels to be at the top.
2. "close the loop" by H&M
Ad Agency: Forsman & Bodenfors
Hennes & Mauritz is bringing diversity to branded content as this spot by Swedish super agency Forsman and Bodenfors declares it's okay to break the fashion rules and be yourself.
The video leads by example with a diverse cast. Singer Iggy Pop narrates the video, and influencers making an appearance include blogger Pardeep Singh Bahra, emerging designer Loza Maleombho, body positive model Tess Holliday and artist Daniel Lismore.
For an industry that is known for its lack of diversity, H&M have created a piece that speaks to its global audiences and stands out.
The spot supports H&M's "close the loop" collection and their global recycling initiative, highlighting the brand's efforts to create a more sustainable fashion future.
The video shows there's only rule in fashion: recycle your clothes.
3. "just do it: look at you cry" by Nike Korea
Being the best is never easy and those that strive to achieve greatness must cultivate the art of remaining positive.
That’s the message behind Nike’s latest spot in Korea for the 'Just Do It' campaign.
Nike expertly captures the sentiment behind sport and it’s a message that translates across borders, cultures and genders. In just over 90 seconds, the viewer is bombarded with high intensity clips of athletes facing criticism. However, by the end of the video, those that stay focused come out triumphant.
With 1.8 million views, Nike tells a simple but effective story. And for those that might not strive to be a top athlete, they can certainly empathise with facing negativity head on.
While this may not be the most innovative tale to feature in this month’s top five, Nike’s universal message secures their spot in the top three. They’ve found a formula that works.
4. 'Chris Robshaw in the game starts here" by Beats by Dre
Ad Agency: R/GA London
Chris Robshaw, captain of the England national rugby union team stars in Beats by Dre’s, latest campaign. Here’s another brand exploring the complex nature of pressure, whether it’s staying dedicated to a gruelling fitness regime, bouncing back from injuries or ignoring the headlines, it’s the encouragement of your friends, family and nation, that keeps a winner focused.
The video is part of the #TheGameStartsHere campaign, which has featured Serena Williams and All Black Richie McCaw, the latter backed by an exclusive Haka chant written for Beats by Kapa Haka leader and Haka composer, Inia Maxwell.
Evidently talent, combined with authentic storytelling and original music, are all key to notching up those videos views.
Combined, these three videos have over 25.7 million views, each giving viewers a unique glimpse into the lives of those that represent their nation.
Viewers are thirsty for intel on their heroes and value a story they can relate to on an individual level.
5. "play beautiful" by EA Sports: Fifa 16
Ad Agency: Wieden & Kennedy Amsterdam
EA Sports launches this year's version of its Fifa football game with a glorious advert that sets the beautiful game of football to a spectacular operatic soundtrack.
The ad, by Wieden & Kennedy Amsterdam and directed by Traktor, plays to a rewrite of Figaro's Aria from Rossini’s opera The Barber of Seville, aptly renamed as "Fifaro".
The video features appearances from famous players such as Lionel Messi, Sergio Aguero and women's football star, Alex Morgan, to celebrate the launch of female players to the game.
Icons like NBA star Kobe Bryant also make an appearance, making this spot the first one to host a reunion of sorts for Bryant and Messi, who have appeared together in numerous ads.
Be On, a division of AOL Platforms, is an end-to-end video platform for brands, which creates, syndicates and measures premium content and campaigns globally. Be On have not been involved in the distribution of any of these campaigns.