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State of the Screens

The 25 Best Ads of 2017 (So Far)

By May 9, 2018No Comments

AdWeek breaks down the top 25 ads so far this year.

12 of the 25 are video w/ format and length:
1)
The New York Times, “The Truth Is Hard to Find” — horizontal / 1m 6s
2) The Atlantic, “Am I Typecast?” — horizontal / 2m 51s
3) 84 Lumber, “The Journey” — horizontal / 5m 45s
4) Samsung, “Ostrich” — horizontal / 1m 50s
5) Coca-Cola, “Pool Boy” — horizontal / 1m 1s
6) Volvo, “Moments” — horizontal / 3m 11s
7) Apple, “Earth (Shot on iPhone)” — horizontal / 1m 1s
8) Nespresso, “Comin’ Home” — horizontal / 1m 1s
9) Hornbach, “Regret Nothing” — horizontal / 1m 7s
10) Jose Cuervo “Last Days” — horizontal / 2m 1s
11) PlayStation, “Gravity Cat” — horizontal/ 4m 18s
12) Connect Internet, “Ice Bucket Challenge” — horizontal / 46s

A few questions to ask while watching some of the best examples of storytelling in advertisng:
1)
How many of these stories fit into a 15s, 30s or 60s?
2) How many of these stories were shot and/or would be a good fit for mobile video (vertical, etc.)?

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.