Check out the best ads of 2018 as voted by YouTube viewers

Gatorade, McDonald’s, Nintendo, and Groupon are among the winners.

Check out the best ads of 2018 as voted by YouTube viewers

If advertising has become less about interruption and more creating work that people actually want to watch, certainly one of the best metrics of this new attention paradigm is the response from YouTube audiences. Now, for the fourth year in a row, YouTube teamed up with The Webby Awards to invite the advertising community and general public to celebrate the #TheYouTubeAd of the Year by voting for their favorite commercials. The winners were announced this morning.


Over the course of eight days, viewers voted for 42 finalists in seven categories YouTube picked as the biggest advertising themes of the year. Six of the seven categories were new this year, including the ad “That Deserves Best Picture,” the ad “That Makes Me [Laugh Emoji]”, the ad “That Frees Your Inner Gamer,” and the ad “That Turns an Ad into Action.”

Check out the winners below.

#TheYouTubeAd That Deserves Best Picture

Gatorade “Heart of a Lio”

Agency: TBWA\CHIAT\DAY Los Angeles Media

#TheYouTubeAd That Taught Me

Nintendo “Nintendo Labo – Make, Play, & Discover”


Agency: Leo Burnett

#TheYouTubeAd That Rewrites the Rules

Bonobos “Evolve The Definition”

Agency: Observatory

#TheYouTubeAd That Makes Me [Laugh Emoji]

McDonald’s “Speechless Thoughts with Charles Barkley”

Agency: We Are Unlimited


#TheYouTubeAd That Frees Your Inner Gamer

World of Warships “You Haven’t Played World of Warships Yet?!

#TheYouTubeAd That Turns an Ad into Action

Nectar “Make America Sleep Again”

Agency: BlackBoard Studios

#TheYouTubeAd That Has Six Appeal (Best use of six seconds)

Groupon “Save Money on Groupon!”



Agency: O’Keefe Reinhard & Paul

About the author

Jeff Beer is a staff editor at Fast Company, covering advertising, marketing, and brand creativity. He lives in Toronto.