Nike’s The Switch beats Knorr and Clash of Clans to top YouTube’s global leaderboard of most-watched ads

Nike's The Switch

Ahead of next week’s Cannes Lions, YouTube has compiled its definitive list of the most-watched ads on the platform since last year’s festival, naming a star-studded spot by Nike Football as this year’s number one.

The Switch, a five-minute long film created by Wieden+Kennedy with media from Mindshare, was published in June 2016 and has since racked up more than 65m views. Its success could be put down to its year-long stint on YouTube, but comedic performances from the likes of Cristiano Ronaldo, Harry Kane and Anthony Martial surely helped too.

In second place with just under 60m views is Knorr’s #LoveAtFirstTaste. The ad, now retrospectively reminiscent of both Channel 4’s First Dates and Heineken’s Worlds Apart spot, features real people meeting for the first time and feeding each other. It was created by MullenLowe with media by PHD to support the Unilever brand’s Flavour Profiler platform.

The game Clash of Clans’ Hog Rider – the only 360 video on the list – took the bronze medal, while Shell’s Best Day Of My Life placed fourth with 48m hits.

Mattress brand Purple’s kooky ad featuring Goldilocks and a whole lot of eggs took fifth.

Places six to 10 were taken by American brands. They were...

6. Samsung: This is a phone.

7. Cricket Wireless: The Unexpected John Cena Prank | Hidden Camera

8. Budweiser: 2017 Super Bowl Commercial | “Born The Hard Way”

9. Hyundai: A Better Superbowl

10. Kia Niro: Hero’s Journey starring Melissa McCarthy

Get the Newsletter

Keep up to date with the latest news and insights.

Subscribe

Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

All by Katie