In recognition of brands whose ads have sparked the interest of Filipino online viewers from a combination of marketing and popularity, YouTube has recently released its Ad Leaderboard for the second half of 2016. The release is also a way of showcasing what can be done with creativity and online videos.

Top 1 Ad Nestle Philippines James Reid shows how to BeatEnergyGap with MILO Champ Moves Custom

All ten spots were filled by homegrown ads, which is a solid proof that the distinct local flavor is well received by the Filipino audience. This is done through the use of storytelling to promote our culture combined with creative execution using music, dance, or drama. In turn, this allows more Filipinos to be able to relate to the stories, and in a way, claim them as their own.


Top 2 Ad Knorr Philippines AsimKiligPaMore Acapella Remix Custom

Google Highlighted the Following Trends Based on the Leaderboard:

  • New Medium, Old Rules – Using celebrities in ads maybe an idea that is as old as advertising itself, but it still works the same way as ever.
  • Entertain First, Sell Later – Brands have realized that telling a story is going to win more of the YouTube audience.
  • Lights, Camera, Music! – Music videos have become so popular that five out of ten ads actually look more like a music video, some even had lyrics that you can sing to in the ad itself.
  • Extending the Life of TV Ads – Brands aren’t limited by the same constraints of time and money on the digital side. Thus, the leaderboard shows that ads work well on the platform regardless of length.

“Creativity is clearly thriving in the Filipino ad industry. Digital ads aren’t just about ones and zeroes, they are about creating an emotional connection with viewers. Brands in the Philippines have embraced digital video and have produced ads that viewers have chosen to watch — in some cases millions of times. With this leaderboard we see YouTube doing what it does best, enabling brands to find an audience of passionate fans on topics that are important to them. What’s great about these ads is that they appeal to a wide range of people everyone from moms to millennials.” – Gabby Roxas, Marketing Manager of Google Philippines

Without further ado, here’s the list of ads:

Nestle Philippines

Knorr Philippines

Downy Philippines

Nescafe Philippines

Smart Communications, Inc.



Jollibee Philippines (Kahera)

Jollibee Philippines (Bunso)

Safeguard Philippines

Emman has been writing technical and feature articles since 2010. Prior to this, he became one of the instructors at Asia Pacific College in 2008, and eventually landed a job as Business Analyst and Technical Writer at Integrated Open Source Solutions for almost 3 years.