YouTube has released its Bumper Ads Leaderboard, which showcases the top 10 six-second adverts that people loved this year.
It’s the battle of the FMCG brands, with Doritos, Papa John’s and Cadbury all making a play for first place.
The top spot is taken by Mars-owned confectionary brand, Maltesers, promoting its Maltesers Buttons product, which shows two people using the buttons as substitutes for a game of Tiddlywinks.
Chocolate overall has made for great snackable ads, with Maltesers and Cadbury adverts performing highly in the leaderboard, as well as a strong showing from Oreo.
Doritos UK takes the second spot, blending real-life with animation to promote their new two-flavoured tortilla chips. Oreo Cookie falls in third place, with a creative twist that shows various people creating Oreo-inspired eyebrows – or #OreoBrows!
The top ten six second ads in the Bumper Ads Leaderboard were initially ranked by an algorithm that factors in total views and engagements. The adverts were then ranked by a user creative ratings survey run by Ipsos, which considers four parameters: likeability, memorability, emotion and brand linkage.
The full list is below.