Each month Be On, the branded long-form video creation, distribution and measurement business that is part of AOL Platforms, rates the top five global brand videos.
Be On's ranking is based on an internally developed scorecard. The videos are evaluated based on six general criteria (Instant Attractions, Audience Retention, Storytelling, Shareability, Production and Overall campaign), which measure the campaign's online success. The rating scale is from 1 to 10, where 1 is the lowest.
Be On were not involved with the distribution of the following videos.
1. Johnnie Walker: Blue Label, "Jude Law in the gentleman’s wager II'"
Scottish whiskey brand Johnnie Walker oozes style and masculinity in its suitably swish "gentleman’s wager II" spot. It features Jude Law and Giancarlo Giannini enter a wager over a one-of-a-kind vintage car that propels Law on an adventure from Southern Italy to Monte Carlo.
Over 11 minutes long, the video is the lengthiest on the top five this month and makes the most of every second.
Some stories can’t be rushed and who knows this better than the creators of this world renowned luxury whiskey? A brand that emerged from humble beginnings after John "Johnnie" Walker started selling whisky in his grocer's shop in Ayrshire, Scotland.
The luxurious setting of this video and its star studded cast say a lot about how far it’s come, while staying true to its roots.
Rating: 9
2. Old Navy, "snoopin’ around"
Old Navy, the American clothing and accessories retailer, takes its Black Friday and Thanksgiving campaign up a notch with its latest spot featuring none other than rapper Snoop Dogg and comedians Julia Louis-Dreyfus and Kumail Nanjiani.
The video is geared around a $1 million giveaway on Thanksgiving but the brand has opted for a less conventional campaign to promote the sweepstake.
When two amateur robbers break into Snoop's abode, it doesn’t take them long to realise there are far easier ways of making a cool mill.
Clocking up over 4.1 million views in the first five days of launching the video, Old Navy’s creative approach to the festive season clearly paid off, even if the robbers are less successful.
Rating: 8.9
3. EA, Star Wars: Battlefront; "become more powerful"
The force is strong with this one. This ad for the new Star Wars: Battlefront video game demonstrates how widespread and powerful the fan base is for this franchise.
The spot opens with a young woman in a comic book store reading a Star Wars magazine. She disappears, leaving behind just her clothes, echoing Obi-Wan Kenobi's physical death in the original movie.
The ad continues to show other people in everyday situations suddenly doing the same thing, including actress Anna Kendrick.
This ad relates perfectly to how this game’s dedicated fan base will react to its launch, showing how easily players can be drawn into the game.
Since its release on 9 November, the video (at the time of writing) has garnered 5,866,632 views, illustrating how the creative application of an iconic scene has resonated with consumers.
Rating: 8.5
4. Battersea Cats & Dogs "who needs who?"
Battersea Dogs & Cats Home demonstrates how people need rescuing just as much as animals in "who needs who?"
This spot delves into the stories of those who adopt pets and reveals why adoption is mutually beneficial. The video bursts with positivity and tackles depression head on.
The dogs and cats home has mastered the art of empathy and raises awareness of the effects of backstreet breeding.
This charity isn’t afraid to experiment with their tone and has found great success. The spot has sparked numerous positive comments on YouTube, praising the campaign for its honest approach and reflecting a more accurate portrayal of individuals from all walks of life.
Furthermore, "who needs who?" has inspired others to share their personal stories online and join the conversation.
Rating: 8.2
5. KFC. "#FriendshipBucketTest"
Friends get us through the hardest of times and are there for us at our best and worst. Christmas is the time of the year when we are grateful for our family and friends, and KFC has tapped into the holiday spirit.
This 30-second ad features real-life customers as they are tested on their friendship by answering the following question, "What’s the nicest thing you’ve done for me?", aptly titled the "#FriendshipBucketTest".
If friends match their answers correctly they’re awarded with a piece of fried chicken in the friendship bucket.
Captured by BBH London and director MJ Delaney, the spot is sweet, simple and, most importantly, shareable.
Spreading the feel-good factor, the ad has received 148,172 views since it was released on 16 November. The hashtag has also picked up an immense amount of attention on social media with consumers taking part in the quiz and challenging their friends.
Rating: 8
, a division of AOL Platforms, is an end-to-end video platform for brands that creates, syndicates and measures premium content and campaigns globally.