'Feels' spell success for YouTube ads in Philippines

Jessica Fenol, ABS-CBN News

Posted at May 12 2018 05:59 AM | Updated as of May 15 2018 03:21 PM

MANILA - Stories that touch the hearts of the audience make effective digital ads on YouTube, Google's Philippines head said, as the company recognized the best Filipino ads on its platform for the first time.

McDonald's Philippines' "Wait Lang Po," which showed how Filipino fathers wait patiently for their children from the delivery room to malls and schools won top honors at the YouTube Ads Awards late Thursday.

"We know that everyone loves a great story. Stories that move hearts and minds. We now see that the tools have definitely changed the way we are entertained, the way it commands our attention," Google Philippines country head Ken Lingan said

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Ads that appeal to emotion are more personal and this can differentiate digital from TV, said one of the judges, Cebu Pacific vice president for marketing and distribution Candice Iyog.

"What’s important is being able to use the platform to tell a story that is authentic, that connects with the audience, that is relevant and actually moves people," Iyog said.

Targeted ads that run for as short as 6 seconds also make for effective online ads, Google Asia-Pacific managing director for go to market strategy and operations Mel Silva said earlier.

"I think it’s all about understanding what humans want. All the videos we’ve come out with it’s always grounded on human truth," said Globe Telecom strategist for digital and social content Kenn Peñero.

Globe, together with fastfood giant Jollibee, won the most number of awards on Thursday.

The telecom firm's "The Last Jedi," which showed a mother and son playing with Star Wars-style light sabers, was among those recognized.

"We also came up with a funny video, so I think we need to explore more parang lagi kaming feels, iyak, so next time ibang emotions naman," he added.

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Globe's most viewed YouTube ad in 2017, "You Can Never Have Too Many Dogs," won alongside McDonald's "Wait Lang Po" video and Jollibee's trending "Vow" series in the storytelling for occasions category.

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In its YouTube page, Jollibee said "Vow," which told the story of unrequited romantic love, was based on a true story.

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Pharmaceutical company Unilab bagged the highest recognition in the corporate image and public sector category with "Son," which showed different phases of a mother-and-son relationship. 

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The Department of Tourism was recognized for "Anak," which had a staggering 14.5 million views on YouTube.

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Ladaza Philippines tapped comedienne Eugene Domingo to tickle audiences with "Lazada School of Acting - Keychain."

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