Aussie ads lead the pack on YouTube in 2012

I'm always in the mood for a good Internet "top ten" list. It's even better if there are videos -- so how about a list of the ten ads that have gone biggest on YouTube in Australia so far this year?  


This list is exciting for a couple of reasons. First, it’s clear from the list that the definition of “ad” is expanding. Few of the clips on the list would have been recognized as “ads” ten years ago, but the flexibility of online video has enabled marketers to experiment with the packaging around their message. Second, for the first time ever, a local video actually led the chart: radio personalities Fitzy and Wippa brought home the gold with a parody of “Call Me Maybe,” which they reimagined from the perspective of everyday Aussie blokes. 

Another homegrown ad also cracked the top three--Sam Kekovich scored bronze on behalf of the Meat and Livestock Australia with a music video encouraging the nation to eat more lamb, set to the tune of 90’s pop anthem “Barbie Girl.”

The runaway success of these two videos shows that there’s a huge appetite for Aussie content on YouTube, even when it’s coming as part of a marketing effort: “Call Me Maybe’s” bogan heroes and “Barbie Girl’s” tong-twirling lamb lovers clearly struck a chord with local audiences. It’s a formula that other local advertisers have put to good use, too. Earlier this year, the Institute of Technology (CIT) in Perth recruited local YouTube stars Henry & Aaron to star in a skit-style video commercial for the school, to great success.

These ads have proved that Australian viewers are standing by waiting to reward Aussie creativity. Others marketers would do well to follow their lead. Personally, I’m already looking forward to seeing what familiar faces make the list next time!

Here's the full top 10 for you:

1. Call Me Maybe parody - Aussie blokes version
2. Contraband Trailer (Official HD)
3. Australia Day 2012: "Barbie Girl" (Sam Kekovich v Melissa Tkautz v Justice Crew)
4. Tomorrowland 2011 | official after movie
5. Project X' Trailer HD
6. THE AVENGERS Trailer 2012 Movie - Official [HD]
7. Prometheus - Official Trailer [TRUE HD]
8. Talking Tom and Ben News: World Cleanup
9. Angry Birds Seasons - Year of the Dragon Animation
10. Iron Sky Official Theatrical Trailer [HD]

Posted by Karen Stocks, Head of YouTube & Display, Australia