Official Google Canada Blog: The ads Canadians chose to watch on YouTube this year

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The ads Canadians chose to watch on YouTube this year

Tuesday, December 17, 2019

This year’s YouTube Canada Ads Leaderboard* reveals the most creative ads that Canadians chose to watch in 2019.

It’s incredible to see so much homegrown talent on this year’s list. From GO Transit’s take on bus travel to Maple Leaf Food’s compilation of picky eaters to Air Canada’s spotlight on how we travel, it’s clear that Canadian brands and marketers are captivating our hearts and eyes with powerful creative storytelling. Canada is home to a wealth of industry talent who are embracing YouTube and leaning into the uniqueness of the platform to capture audience attention month after month.

So, what makes an ad compelling to Canadians?

Powerful storytelling in long and short form

From 30 second ads to an hour and a half long ad, we are seeing advertisers use YouTube as a creative canvas, taking the time to tell longer stories. The ads are built for attracting attention early, and retaining that attention for the duration of the creative. No matter the length, Canadians will watch a great ad that grabs and keeps their attention with a story that draws emotion.

Celebrities are keeping Canadians engaged

More than 21 million Canadians tuned in to watch Ed Sheeran’s DM to Heinz come to life, Sandra Oh travelling like a Canadian with Air Canada, and athletes like Serena Williams dare to Dream Crazier in a Nike ad.

Humour and human truths go hand in hand

Maple Leaf Foods’ compilation of kids refusing to eat dinner was the perfect appeal to parents looking for meals that kids will love. And GO Transit’s hilarious spot about bus travel capitalizes on the benefits GO offers to commuters, including head rests and meme-browsing.

Take a look at the full list below, and happy viewing!

YouTube Canada Ads Leaderboard 2019

1) Nike | Dream Crazier - Nike (Creative - Wieden Kennedy, Media - Publicis Sapient)
2) Ed's Heinz Ad - KraftHeinz (Creative - DAVID the Agency, Media - Starcom) 3) Air Canada: Travel Like a Canadian - Air Canada (Creative - FCB Canada, Media - N/A)

4) I'm Not Eating That - Maple Leaf Foods (Creative - Sid Lee, Media - N/A)

Disney+ | Start Streaming Now - Walt Disney Studios Canada (Creative - Disney+ Works, Media - Carat) 6) Introducing iPhone 11 — Apple - Apple Canada (Creative - TBWA\Media Arts Lab, Media - OMD) The Bus. From GO. The GO Bus. - GO Transit (Creative - BBDO, Media - PHD Toronto) 8) WestJet introduces #FlyreFestival | April Fool's - WestJet (Creative - OLIVER, Media - Media Experts)

9) Reese The Movie: A Movie About Reese (An ASMR Experience) - Reese Canada (Creative - Anomaly, Media - UM)

10) Bell Let's Talk Day 2019 - Official Video - Bell Canada (Creative - LG2, Media - Media Experts)

Posted by Susan Charles, Brand Strategy Lead, Google Canada

*The Leaderboard is compiled using an algorithm that factors in number of views, percentage of organic and paid views, and audience retention.

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