McDonald’s “Wait Lang Po” online commercial — released for last year’s Father’s Day celebration — won Ad of the Year at the YouTube Ads Awards 2018.
The fast food firm’s one minute and 25-second commercial features different fathers patiently waiting for their children: a father waiting to fetch his daughter after her JS Prom; another waiting for his son to finish his game at an arcade; and an expectant father waiting outside a maternity ward.
The commercial is silent and devoid of any lines, but speaks loudly of the message of the whole narrative: of fathers who always — literally and figuratively — have our backs.
The video uses a masterfully crafted music background that lifts and moves the narrative towards an emotional, heartwarming ending.
When asked what was so compelling about the McDo ad despite the many other commercials that were as touching (e.g. Jollibee’s Valentine commercial series that went viral), it boils down to the power of sound said the jury’s head, Leigh Reyes president and CEO of ad agency MullenLowe Philippines.
“I cannot speak for the entire jury, but when we say unique to YouTube, it includes stuff like leveraging the power of sound. We scored that because the best way to watch YouTube is with a sound. If you listen to that particular ad of McDo — while both Jollibee and Mcdo went viral and both were amazing stories in their own right — there is something about the way the sound was choreographed in ‘Wait Lang Po.’ It lifted it a bit more,” said Ms. Reyes.
There were three criteria for judging the ads: originality and how the storytelling is crafted; being unique to YouTube, or how the sound adds to the experience and the cruciality of the first five seconds that can make or break the audience decision to skip or watch an ad; and lastly, the brand’s relevance.
In 2011, YouTube introduced the “skip ad” button, which gives the audience the power to choose if they want to watch a commercial or not, making the first few seconds of an ad crucial.
“Creative storytelling is more important today. The benchmark is higher because every brand now has to earn the right not to be skipped,” said Kenneth Lingan, country manager of Google Philippines, during the awards night at the BGC Arts Center on May 10.
The other members of the panel of judges were Dennis Perez, co-chair of the Digital Measurement Board of the Philippines and Unilever Philippines head of media; Candice Iyog, VP for marketing and distribution at Cebu Pacific Air; Joe Dy, executive creative director at McCann Worldgroup Philippines; Mikey Bustos, performer and YouTube content creator; and Lourd de Veyra, writer and TV personality.
Here is the full list of winners:
• Ad of the Year: McDo Wait Lang Po
• Food and Beverage: McDo Wait Lang Po (Crystal/1st prize); Lucky Me Best Makeover Ever Facial (3rd prize); Jollibee Vow (3rd)
• Health and Nutrition: Unilab Son (2nd); Bactidol Beauty Queen Fail (3rd)
• Beauty and Personal Care: Unilever Master #PimpleAwarenessMonth (3rd); BENCH Anak (OFW Cover) (3rd)
• Retail and Restaurants: McDo Wait Lang Po (2nd); Jollibee Vow (3rd); Jollibee Crush (3rd)
• Technology, E-Commerce, and Telco: Globe Last Jedi (3rd); Samsung Enhance Every Moment (3rd); Lazada School of Acting Keychain (3rd)
• Travel, Transport, Automotive, and Leisure: DoT Anak (3rd)
• Corporate Image and Public Sector: Unilab Son (Crystal); DoT Anak (3rd); Globe Last Jedi (3rd)
• Charities and Non-Profit: PLDT Gabay Guro (2nd); CebPac Change for Good (2nd)
• Multi-video Storytelling: Globe Kaleidoscope Ep 2&3 (Crystal); Lucky Me Best Makeover Ever Facial (3rd); Kwentong Jollibee Series Vow, Crush (3rd)
• Long-form Storytelling: PLDT — Gabay Guro (Second Prize); Globe Telecom Corporate — Doggie (3rd)
• Six-second Storytelling: Oishi Blocking (3rd); San Miguel Balance (3rd)
• Storytelling for Occasions: McDo Wait Lang Po (Crystal); Globe Dog Video (2nd); Jollibee Vow (3rd)
• Effectiveness: Lazada Picture Frame and Keychain (3rd) — NFPDG