Wieden+Kennedy created three of YouTube’s top ten ads of 2013

Every year YouTube compiles a list of their top ten most viewed ads of the previous 12 months. Wieden+Kennedy topped the list in 2012, with our Honda 'spark' spot and we had a total seven ads in the top 20 of the year.

YouTube has just published its 2013 list and, in another strong showing, this year W+K has three spots in the top ten.

At number three (appropriately enough) – the moonwalking pony for Three UK.

"Three set the social media sphere buzzing this year with its moonwalking pony… The sight of the shuffling Shetland pony combined with the sounds of Fleetwood Mac’s Everywhere, spurred a torrent of positive conversation around the brand. Never underestimate the power of a dancing pony," said Marketing Week.

At number six, the Honda Hands spot, which was recently named 'best commercial of the year' at the Shots Awards.

And at number nine, Wieden+Kennedy Amsterdam's 'We are FIFA14' for EA Sports.

According to the report compiled by Millward Brown for YouTube there are six elements common to the success of the top ten ads.

1 Longer content works well on YouTube – 65 per cent of the 70 leaderboard ads analysed are longer than 60 seconds.

2  An emotional response is key, with all of the advertising featuring a strong response on at least one of the following: surprise, inspiration and excitement.

3 YouTube enables a different kind of storytelling, with many of the ads being part of successful long-term campaigns and featuring a strong back story. 

4 Involving, enjoyable and buzzworthy content is key to generating views.

5 Branding is not the enemy of creative success, but integrating the brand into key moments of the video is the creative challenge. 

There is no single recipe: many approaches work, with the top five themes in all the top ads involving a human presence, music, text, a call to action and being international. 

Personally I'm not sure that this analysis is very helpful as a guide to creating successful content, or as a way of explaining why some things are more successful than others. You might as well say, 'Make it really good'. Anyway, draw your own conclusions.

new work from the wonderful world of Wieden+Kennedy

Here's a brief round up of some of the freshest work from the wide world of the Wieden+Kennedy network this week.

The miracle of imagination,

The marvels of earth, sea and sky,

These wonders untold are ours to behold

In the funny world, the sunny world,

The wonderful world of, er, Wieden+Kennedy.

F R O M   W+K A M S T E R D A M

Nike Turkey | Human Printing Press
To motivate the youth of Istanbul to get moving, W+K Amsterdam created The Human Printing Press, designed and built to capture the movements of athletes and transfer them onto paper to create a series of totally unique ‘Made by Movement’ posters.


In the online film, young amateur athletes are teamed up with Turkish pros. Together they power the printing press and make the limited edition posters.

Challenges issued via an online hub and Nike’s social channels offer a chance to earn posters signed by the athletes who made them. See how it was made over here.

EA Sports | We Are FIFA 14
The campaign compares the scale of the FIFA universe to an armada of football fun, made up of lounges, couches and apartments, starring Lionel Messi, Gareth Bale, Stephan El Shaarawy, Tim Cahill, Javier Hernandez ‘Chicharito’ and Drake.
Screen Shot 2013-09-20 at 10.02.02

The 'We Are FIFA 14' journey continues online with the FIFA 14 World Tour, a website taking the form of an interactive 3D map that incorporates a further series of short celebrity films.

Get involved over here at EASPORTS.COM.

Heineken | Final Instalment of 'Dropped'
W+K Amsterdam has just released the final episode of the very popular 'Dropped' campaign for Heineken, which follows men who have been plucked out of their daily lives and dropped far from home into the great unknown – places like Cambodia, Alaska and Poland.

Screen Shot 2013-09-20 at 10.05.56

In the last grueling test, two unsuspecting guys are dropped on a desert island in the Philippines, handcuffed to each other and with only one survival kit between them. The castaways quickly realise that if they are to succeed in their adventure together, they have to build a friendship.

All the episodes can be viewed on Heineken's Dropped Youtube channel.

F R O M   W+K S H A N G H A I

Levi’s® Revel Jeans | Let Your Body Do The Talking
This campaign aims to make encourage women to try on a pair of new Levi’s® Revel Jeans, possibly the best-fitting jeans – whatever your body shape – in the history of denim. The campaign comprises a TVC…

…and a print ad, an innovative 360 degree photo booth…

…and a site that lets consumers see and experience the body language of confident women.

Screen Shot 2013-09-20 at 10.16.31

F R O M   W+K S Ã O   P A U L O

TIM | Chamada Imperdível

W+K Brazil has launched a digital campaign for TIM, one of the most prominent mobile network operators in Brazil, to announce their new promotion “Chamada Imperdível” (Unmissed Call).

Screen Shot 2013-09-20 at 10.19.29

The campaign comprises 20 films, each one a surreal story that requires the viewer to interact with the screen by making phone calls in a bid to win a prize of smartphones or cash. The campaign will be online until October 12. Check it out here.

Screen Shot 2013-09-20 at 10.21.39

new work from the Wieden + Kennedy network

Some new work from around the W+K network.


To celebrate the launch of Carmelo Anthony's M8 NYC Flight, we wanted to showcase Melo's explosive game in his NYC home as an epic nighttime show on the Hudson River's Pier 54.

EA | BATTLEFIELD 3 (Portland)

Battlefield 3, the number one competitor to Call of Duty, is the biggest game launch in the history of Electronic Arts.

A lack of professional league play can’t keep Dwyane Wade, Chris Paul and Carmelo Anthony from getting in a run. They’re always down to find a way to play – anytime, anywhere, no matter what.

NIKE | SOME TIME TOGETHER (Sao Paulo + Portland)
Ultra-comfortable shoes mean longer runs. Really longer runs. But that doesn’t mean you have to miss any quality time with friends and family.