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McDonald’s, Jollibee top YouTube Ads Leaderboard for 1st half of 2018

TAGUIG CITY – Google has released its YouTube Ads Leaderboard for H1 2018. The list represents the top 10 ads on YouTube that resonated most with audiences across the country during the first half of the year, and celebrates the brands that performed best among Filipino audiences through a combination of popularity and promotion.

H1 2018 YouTube Ads Leaderboard saw brands from the quick-service restaurant category dominating the list for the first time, taking six of the 10 available slots with a selection of digital ads made for special occasions. As seen in previous cycles, locally made ads sustained its popularity in the H1 2018 YouTube Ads Leaderboard.

McDonald’s Kumusta Ka tops the list with the on-screen reunion of Sharon Cuneta and Gabby Concepcion. The minute-and-a-half video shows the iconic love team catching up over a meal, stealing glances at each other, sharing smiles, and enjoying the romance in the air.


While most of the videos browse the topic of romance, the YouTube Ads Leaderboard showcase the diversity of digital ads in their length and format. The list underscores how brands are maximizing YouTube to bring out their narratives and make these even more timely and relevant for local audiences.  Here are the notable themes from the leaderboard:

  • In-season narratives. Digital ads made for an occasion resonated well with Filipino audiences. Half of the videos on the leaderboard were released in time for the Valentine’s season and leveraged on the heightened interest in related topics.  

  • Multi-video Storytelling. The leaderboard also highlighted the growing appreciation for digital ads series among viewers on the platform. #KwentongJollibee2018 became the first campaign to have its full set of ads on the YouTube Ads Leaderboard.

  • Celebrities on YouTube. The new leaderboard saw big names make an appearance and reveal more of themselves in the vlog format.  The Heart to Heart with Kris episode and Alex Wassabi for Jolly Crispy Fries videos illustrate this type of engagement that had audiences looking over the shoulders of big stars.

The leaderboard centers on the range of experiences that a brand can share with their audiences. The most successful brands on the list maximize this approach, and had audiences leaning in first and becoming engaged,  with “selling” as an afterthought.

“YouTube brings to the foreground the role and impact of brands in the lives of their audiences, and the YouTube Ads Leaderboard shows us the many ways this can be done. Great stories elicit that strong response from audiences, enough to make millions watch on and anticipate the next episodes brands have in store,”  said Gabby Roxas, Country Marketing Manager of Google Philippines. 

1. Kumusta Ka? – McDonald’s Philippines

2. #KwentongJollibee2018: Signs – Jollibee

3. CERELAC: Let’s Eat, Bulilit! – Nestle Philippines

4. #KwentongJollibee2018: Status – Jollibee

5. #KwentongJollibee2018: Homecoming – Jollibee

6. Alex Wassabi for Jolly Crispy Fries – Jollibee

7. Cutiespotting – Unilever-Selecta Cornetto

8. Si Vivoree, may bagong crush? Watch to know more! – Smart-TNT

9. Heart to Heart with Kris: Entry #37 Stuck in Traffic with the Aquinos – P&G Ambi-Pur

10. One Sweet Day – McDonald’s Philippines

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