Here Are YouTube’s Top Ads of the Year, According to Google AI

The YouTube Ads Leaderboard looks a little different this year.

Rather than simply showcasing a list of top ads ahead of Cannes Lions next week, YouTube used Google AI to analyze more than 8,000 top-performing spots, finding common themes that broke through.

In a blog post today, Anne Marie Nelson-Bogle, vice president of YouTube ads marketing, explained that data scientists at YouTube built a custom large-language-model artificial intelligence tool to process text and video, extracting insights such as sentiment, themes and visual elements to learn about connections among top-performing ads. The company also used AI model Gemini 1.5 Pro to distill findings into key takeaways and understand how themes fit across the full gambit of creative.

The analysis confirmed that successful ads “open with a strong hook, lean into pop-culture references and trends, use popular or catchy music tracks, engage audiences with humor,” and more, according to Nelson-Bogle. However, the AI also noted more unexpected findings.

Here are the top ads and insights that stood out:

Putting a spotlight on underrepresented voices

Nelson-Bogle writes that ads “went beyond representation to actively challenge stereotypes” this year, with top performers including Google Pixel’s award-winning Super Bowl ad, “Javier in Frame.” The ad was directed by blind filmmaker Adam Morse, and ADWEEK contributor Brandy Shaul previously wrote that the ad follows a blind man named Javier who uses the Pixel’s AI-powered Guided Frame feature to record the big moments in his life.

Other top ads in this category include Apple’s “Personal Voice on iPhone,” Nubank’s “Mundo Nu,” Peloton’s “Yes. I. Can.” and Lidl France’s “Lidl Kids Team.”

Additionally, this year’s ads showcased voices that consumers don’t always see in major campaigns, including Maybelline’s new campaign with Brazilian singer Ludmilla, which has more than 10 million views in about one month.

Celebrating self-expression

Another finding by the AI was the “richness of human experiences”—go figure.

For instance, Tissot’s “Off the Cuff” ad, which featured Generation Z characters showcasing their unique makeup and hairstyles, has more than 42 million views over the past year. In addition, Audi’s “Living Progress” ad with singer and songwriter Jorja Smith is another standout.

Using storylines to reinforce community

According to Nelson-Bogle, ads are using storytelling to reinforce community and connection. For instance, a Nintendo Switch campaign shows how “Sisters” form a bond over Super Mario. The spot inspired effusive comments, reinforcing how Nintendo is a family-focused company. Meanwhile, Nelson-Bogle also points to a YouTube Shorts ad from BMW showing a lifetime bond between a father and son.

Fantasy sparks consumer imagination

Throughout the findings, many ads utilized wonder and fantasy to fuel imaginations, and Nelson-Bogle noted how Korean hotel and travel booking platform Yugiohtae showcased “dreamlike and magical backdrops” on its way to gaining 23 million views and 1,200 comments. Meanwhile, an ad for Pedigree, “Feed the Good,” promoted dog adoption—and extraterrestrials—while gaining 10 million views.

Brands partnered with creators and used Shorts to build trust

With consumers trusting creator content on YouTube, several top ads used creators to get their messages across. Axe‘s “The Haters Upset: AXE vs Tom Ford” showed athletes doing a smell test of Axe against designer perfume. On YouTube alone, the ad earned more than 760,000 views in two months. Meanwhile, Lululemon’s latest campaign features popular YouTube creator Casey Neistat.

Additionally, Shorts such as McDonald’s look into the history of the Chicken McNugget—an ad that received more than 200,000 likes—and Pizza Hut‘s look at how to authentically eat pizza helped foster authenticity and brand loyalty.

So brands might do well to take YouTube’s findings as a solid pizza advice.

See more of Adweek’s Cannes Lions coverage here.