Promotional feature

The UK's favourite YouTube ads: Beats by Dre draws big audiences with World Cup film

The UK's favourite YouTube ads: Beats by Dre draws big audiences with World Cup film

Beats by Dre's World Cup mash-up is top of YouTube's June Ad Leaderboard, making it the UK's most popular online video ad for the month. See the top 10 below.

Achieving 17 million views for a film of more than four minutes long, Beats by Dre offers a casebook example of how to draw in the YouTube audience and keep them watching.

Beats by Dre’s film is a fast-paced journey from Russia to the homes of famous footballers - and from obstacle to victory.

The imagery makes the connection between music and football - two of YouTube’s most sought-out subjects - and plays out an inspirational message of courage and dedication in the face of adversity. The players are seen wearing Beats’ Decade Collection headphones

Part of the brand’s "Made defiant" campaign, this short film was directed by Guy Ritchie, who is best known for films such as Lock, Stock and Two Smoking Barrels and Sherlock Holmes.

It uses live action, animation - and, of course, music - to tell the back stories of footballers Harry Kane from England, Mesut Özil from Germany, Benjamin Mendy from France and Brazil’s Neymar Jr. and reveal how they rose above the challenges of their youth to become heroes today.

The action begins and ends in a play-park in Russia, where a boy called Andre is inspired by the footballers to defy his own obstacle.

Set to Beats’ "The Defiant Mixtape Vol. 1," the four footballers’ stories are interspersed with quick cuts to other athletes; tennis champion Serena Williams and football stars Thierry Henry and Patrice Evra offer up their own inspirational messages.

Narration is by Peaky Blinders actor Paul Anderson and the soundtrack includes Anderson Paak’s hit single Bubblin.

1. Beats by Dre: Made Defiant - The Mixtape ft. Neymar Jr., Kane, Özil and Mendy

Creative: In-house
Media agency: PMG

2. Apple: Mac — Behind the Mac

Creative agency: Media Arts Lab
Media agency: OMD International

3. YouTube: The New YouTube Music app is here

Creative agency: Hook
Media agency: Essence

4.Google UK: Make Google do it (Extended version)

Creative agency: R/GA
Media agency: Essence and OMD

5. Nintendo UK: Fortnite - E3 2018 trailer (Nintendo Switch)

Creative agency: In-house
Media agency: the7stars UK

6. Domino’s Pizza UK: Staying at Home with Jimmy Bullard, Episode Two: Memories

Creative agency: VCCP Group
Media agency: In-house

7. Red Bull: The Great British Swim - Can it be done?

Creative agency: In-house
Media agency: Reprise Media

8.Hovis®: Soft White Television Advert 2018 - Good Today. Good Always

Creative agency: In-house
Media agency: The Social Partners

9.McLaren Automotive: The new McLaren 600LT – The edge is calling

Creative agency: In-house
Media agency: EMO

10. Paddy Power: Introducing the Paddy Power 'Drunk Tank' - it's here to clean up racing

Creative agency: In-house
Media agency: MediaCom

The YouTube Ads Leaderboard is a list of the top 10 most popular online video ads in the UK each month. The ranking is determined using some of YouTube’s strongest signals of viewer choice – number of views within the country, view rate (how much of an ad people choose to watch), and percentage of organic views versus paid views. 

For previous months' YouTube Ad Leaderboards, see here

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