Due to the creative and constantly-evolving world of video advertising, consumers have seen a very diverse array of ads so far in 2014. Big brands are finding new ways to promote themselves and stand out among the crowded world of advertising. However, some have proven that the old formulas for success still have power.
Shakira / Activia – “La La La”
Although it resembles a music video much more than an advertisement, this Activia-sponsored video became the most shared ad of all time when it surpassed Volkswagen’s “The Force” of 2011. With over 5.8 million shares across the web, this tribute to the 2014 World Cup in Brazil represents an amazing success. Experts believe that the collaboration of the Activia brand and Shakira is the driving force behind its success. In fact, this Columbian pop star also became the first individual to achieve 100 million likes on Facebook.
This ad shows how successful “trackvertising,” or the co-releasing of both a musical track and an advertisement in a single video, can be in today’s world. As brands continue to fight over the limited resource of consumer attention, this ad proves that innovative strategies and large-scale collaboration can engage target customers. From the days of catchy commercial jingles to the internet memes of modern-day, music and advertising have always made a great pair!
Budweiser – “Puppy Love”
Budweiser, a company known for its long history of successful advertisements, hit the jackpot again with its Super Bowl XLVIII release of the “Puppy Love” ad. Within just a few days of its release, the ad had received more than 1.3 million shares. It currently has over 1.9 million shares, making it the fourth most shared ad of 2014. The video also attracted the most television coverage across all broadcasts in the United States.
The unrelenting cuteness of this ad triggered an instant emotional connection across many different demographics. Yes, that includes the macho football-addicted male audience. The video’s success implies a revolution in advertisements focusing on emotional response over cheap laughs. Humour-based ads are becoming more successful on social media networks, while emotion-based ads are winning the war over television and video marketing.
Nike – The Last Game
With over 2.1 million shares, Nike’s “The Last Game” video represents the third most shared ad of 2014. Football dominates the international sports world and the 2014 World Cup offered the ideal opportunity for big brands like Nike to capitalise on the sport’s popularity. By animating a group of the most famous footballers from around the world, Nike immediately caught the attention of its target audience. The ad portrays a classic story of defeat and renewal that matches perfectly with the athletic mind-set. When paired with unbelievable animation, this story became one that audiences from around the world could love!
These massively-successful ads made it to the top of the list for a reason. They combine in-depth target market analysis with creativity, collaboration and more to engage their audiences. However, these ads represent only a few examples of the most shared ads of 2014, and the year isn’t over yet!