In the inaugural YouTube Ad of the Year awards, Sussex Safer Roads’ ‘Embrace Life’ took top honours. The spot beat out other strong contenders including Old Spice’s ‘The Man Your Man Could Smell Like’ and ‘O2 Gorillaz’ by VCCP. As part of winning the award, it received the prize of a YouTube homepage takeover worth £75,000.
‘Embrace Life’ communicates the message of the importance of seatbelts. It may not have been screened on television, but it has already racked 11 million views on YouTube.
If you have not seen it yet, here is the video:
The award is especially timely as it rings in a new era of advertising. Firstly, it reaffirms the fact that people do watch good advertisements online. These people then go on and share the videos with their friends, spreading the reach of the ad. We also see advertisers increasingly using avenues like Facebook and YouTube to reach the masses. For example, Nike’s ‘Write the Future‘ spot for the World Cup was launched amidst great publicity online. Not only is it a cost-efficient method, advertisements on the Internet need not be constrained by the usual :30 or :60 second rule imposed by traditional TV stations.
Additionally, the use of the internet has allowed advertising to become more interactive. With advertisements such as
by the Metropolitan Police Service and
for the movie ‘The Expendables’, we are seeing more and more ads involving the audience.
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