Manila – Google released the YouTube Ads Leaderboard for H2 2018. The list represents the top 10 ads that resonated well with the Filipino audience based on a combination of popularity and promotion across the country during the second half of 2018.

Notably, five companies from the fast-moving consumer goods category secured places in the leaderboard, while local fast-food company, Jollibee, which featured for H1 2018 once again managed to land two spots in the list.


Ad title with link




Shopee 9.9 Super Shopping Day #ShopeeDancePH #PinkFongBabyShark


Shopee Philippines


Capture Moments Perfectly with the New Galaxy J8


Samsung Philippines


Safeguard: Pabaon Sa Buhay (Protection for Life)


Safeguard Philippines


NEW Cadbury Dairy Milk Lickables with exciting Pokemon toys


Cadbury Philippines


One True Pair: Fight or Flight


Jollibee Studios


Shopee 11.11 Big Christmas Sale


Shopee Philippines


When Your Fav Food Makes You Dance | Ranz and Niana


Niana Guerrero


Kwentong Jollibee: Biyahe (Journey)


Jollibee Studios


Coke Studio Homecoming: “Ako’y Isang Pinoy” by KZ Tandingan


Coke Studio Philippines


Cornetto #CONEfessions: Translation


Selecta Cornetto

E-commerce site Shopee also landed two spots in the list, including the top place with its viral video featuring Anne Curtis singing a catchy jingle to the tune of Baby Shark. The 30-second video aimed to promote its online shopping event with lyrics and matching dance steps that invited Filipinos to participate in the sale. The brand’s other ad in the list is a witty Christmas ad featuring iconic singer-songwriter Jose Mari Chan.

Here are some other themes that stood out from the list:

  • Entertaining music and dance videos. Filipinos love singing and dancing. Four videos in the leaderboard reflected this theme as they got the viewers hooked with their appealing tunes and dance moves to complement their advertisement.
  • Creative storytelling. This list also shows the power of platform using creative storytelling to deliver a message that resonates. Safeguard’s Pabaon sa Buhay and Jollibee Studios’ Biyahe shared relevant stories on a timeless theme of Filipino family values. Meanwhile, Selecta Cornetto’s #CONEfessions and Jollibee Studios’ One True Pair: Fight or Flight captured hearts with their romance-themed ads.
  • Celebrities for brands. Popular loveteam LizQuen and artist KZ Tandingan helped reel in thousands of views for Samsung and Coke Studio Philippines, respectively. This shows that Filipinos adding a dash of celebrity works as well online as off.

“These ten videos show creative storytelling at its best and are a great example of the creative work happening every day in the Philippines ads industry. The range of topics, styles, and lengths of ads in the leaderboard show that YouTube is a space where all brands can both find their voice and an audience for their message,” said Gabby Roxas, Country Marketing Manager of Google Philippines.


RECOGNIZING THE BEST OF PHILIPPINE ADS IN H2 2018. YouTube Ads Leaderboard reveals new roster of ads that engaged and entertained the Filipino audience during the second half of 2018. Among the recognized brands are: Jollibee, Selecta Cornetto, Unilever Food Solutions-Knorr, Safeguard Philippines, Shopee Philippines,  Samsung Philippines, Cadbury Philippines, and Coca-Cola Philippines.

(In photo from left): Jollibee Assistant Brand Manager for Flagship Category  Shaun Si, Jollibee AVP and Head of Brand Communications, PR and Digital Arline Adeva, Unilever Brand Manager for Cornetto Ice Cream Andrea Huang, Unilever Foods Senior Brand Manager Brian Marco Chanyungco, Unilever Foods Brand Manager Uael Canoy, Shopee Marketing Head Ruoshan Tao, Samsung Philippines Product Marketing Manager for Core Smartphones Francesca Tangco, Cadbury Brand Manager Arlene Amante,  and Coca-Cola  IMC Director Jenny Cinco.


A VIRAL SUCCESS. Shopee Philippines makes their debut in the leaderboard by landing the number one spot with their 30-sec video that had Filipinos singing along to their irresistible jingle. In photo are (from left) Google Philippines Country Marketing Manager Gabby Roxas, and Shopee Philippines Head of Partnerships Clariza Yu, Head of Marketing Ruoshan Tao, Head of Online Marketing Camille Arevalo, and Head of Public Relations Erin Tagudin.


STANDOUT IN THE INDUSTRY. Samsung Philippines worked with fan favorite loveteam LizQuen to produce a digital short film that challenged the conventions of mobile advertising. Receiving the award for Samsung are (from left) Starcom AOR Group Director Bryant Ng, and Samsung Product Marketing Manager for Core Smartphones Francesca Tangco, IT & Mobile Digital Marketing Manager Ivy Tabares, and IT & Mobile Product Marketing Head Benson Galguerra.


A SHOWCASE OF POWERFUL STORYTELLING. Safeguard Philippines’ Pabaon sa Buhay, the heart-tugging ad which tells the real-life story of the first Aeta graduate, places in the top three in the leaderboard for the second half of 2018. Google Philippines Country Marketing Manager Gabby Roxas (leftmost) hands the Leaderboard award and the Silver Play Button to (from second from left) Procter & Gamble Country Head of Digital & Media Solutions Arthur Pena, and team, Alejandro Renzo Lim, Louise Dyan Yao, Jericho Lomoljo.


About YouTube

Launched in May 2005, YouTube allows billions of people to discover, watch, and share originally-created videos. YouTube provides a forum for people to connect, inform, and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small. YouTube is a Google company.