Kobe-Messi plane showdown, 'Dumb Ways to Die' among top ads in Asia-Pacific in 2012

An ad that saw sports megastars Kobe Bryant and Lionel Messi being upstaged aboard a plane, and another that poked fun at dumb ways to die were among the most successful in the Asia-Pacific last year, clicking with audiences in the region.

The two ads landed first and third respectively on Google's first Asia-Pacific YouTube Ads Leaderboard, which lists the ads uploaded to YouTube that "resonated most with audiences" in the region in 2012.

“On YouTube, great brands are more than advertisers, they’re communities. And these communities are made up of real human beings: storytellers, musicians, athletes and comedians,” said John Merrifield, Google’s Chief Creative Officer in the Asia-Pacific.

“When creative minds embrace the sight, sound and participation of online video, they move beyond advertising into the ranks of YouTube’s most beloved stars,” he added.

Google released the list in time for the 2013 Spikes Asia Festival of Creativity, which noted the brands that performed best across the region, "through a combination of popularity (organic views) and promotion (paid views)."

Surprise third?

It noted McCann Melbourne’s “Dumb Ways to Die” for Australia’s Metro Trains was a surprise third.

The ad, which sought to promote train safety, featured several "cute but hapless cartoon characters" who die in "ever more ridiculous ways."

"After locking in the prestigious 2013 Cannes Integrated Grand Prix, the catchy tune and whimsical animation also secured third place on the Leaderboard for McCann," Google said.

Topping the list was Turkish Airlines' “Legends on Board” ad, featuring Lakers superstar Bryant and football great Messi trying to impress a child but getting upstaged by the flight attendant.

In second place was “Baby & Me” from Evian, while fourth was Dove's reality-based "Real Beauty Sketches" series.

The full list:

1. Turkish Airlines - Kobe vs Messi: Legends on Board, by Alametifarika

2. Evian - Baby & Me, Havas

3. Metro Trains - Dumb Ways to Die, McCann Melbourne

4. Dove - Real Beauty Sketches, Ogilvy Brazil

5. Pepsi MAX - Test Drive, TBWA\Chiat\Day

6. Call of Duty - Black Ops 2, 72andSunny

7. GoPro Camera HERO3, GoPro Media Team

8. Samsung Mobile - Introducing GALAXY S4, Cheil

9. Air New Zealand - Hobbit, DraftFCB

10. Lifebuoy - Help a Child Reach 5, Lowe

Google noted that with seven out of the top 10 spots occupied by global brands, "it’s clear there’s room for Asia-Pacific’s creative community to step in."

Ads made for YouTube

Google also noted that while some TV ads found new life online, many in this year’s Leaderboard were ads "created specifically with YouTube’s audience in mind."

It cited Pepsi MAX - Test Drive, a candid-cam view of an "unwitting car salesman tricked into taking the test drive of his life with US Nascar star Jeff Gordon that clocks in at well over 3 minutes."

Also, it cited GoPro HERO3 introduction that featured a five-minute montage of shots of and by extreme athletes, shot entirely with the HERO3 itself.

On the other hand, it said the success of Dumb Ways to Die’s animated music video and Air New Zealand’s "unconventional nod" to the traditional in-flight video show viewers "reward brands who think beyond the 30 second spot to build for digital first." — VC, GMA News