MAX’S PHILIPPINES’ commercial, “Every Kind of Family, Every Day to the Max,” which celebrates all kinds of families, won this year’s YouTube Ads Awards Ad of the Year alongside the Crystal award for Food and Beverage, as well as two Silver awards for Retail and Restaurants, and Corporate Image and Public Sector.

“The award-winning video by Max’s Philippines sets a high standard for creativity, bravery, and brand storytelling on YouTube. From the work we’ve reviewed, it is the best example of digital work that can stand out not just in the local market but also on the global stage,” said Chief Creative Officer of McCann Worldgroup Joe Dy during the awarding on Sept. 25 at Whitespace events place, Makati City.

“Utilizing unique symbolisms and a powerful soundtrack, the two-minute and 16-second digital film effectively conveys a heartfelt message about accepting differences and highlights the brand’s promise of being a place where every kind of family is celebrated, every day to the max,” said a press release.

Now on its second year, the YouTube Ads Awards aims to “recognize outstanding campaigns that demonstrate the power of innovative and creative storytelling on YouTube,” the release said.

The awards replaced the long-running bi-annual YouTube Ads Leaderboard.

“Previously in the Ads Leaderboard, we were talking about effectiveness [and numbers]. Here it’s much more on looking at the best ads and evaluating it from many aspects such as creativity,” Gabby Roxas, head of marketing at Google Philippines, told BusinessWorld during the event.

The ads were nominated or submitted by brands and their ad agencies. They must have run from Jan. 16, 2018 to Jan. 15, 2019. The ads were then judged by a panel composed of ad agency executives, marketing directors from companies, and film directors.

In the judges’ panel this year were McCann Worldgroup’s Mr. Dy; Mullenlowe Philippines President Leigh Reyes; McDonald’s Philippines Marketing Director Christine “Kring” Lao; Security Bank Digital Head Gerry Dy; P&G Philippines Chief Marketing Officer Lester Estrada; actress and content creator Judy Ann Santos; television host and content creator Alex Gonzaga; film director Antoinette Jadaone; The Huddle Room Media Inc. Managing Partner Eugene Manalo; film director and head of Globe Studios Quark Henares; and, director and cinematographer Lyle Sacris.

“It’s important for us to invite multi-sector media agency advertisers. We trust the integrity of the judges [that they judge] the storytelling… it’s in their best interests as well for them to recognize the best ads for them to push their teams to work [on better ads],” Mr. Roxas said.

The Ads Awards have 17 categories including Food and Beverage, Health and Nutrition, Long-form storytelling, Short-form storytelling, etc. An ad can be nominated and win in several categories.

There were over 360 submitted entries from which only 42 were chosen to be given prizes: Crystal (1st Prize), Silver (2nd Prize), and Bronze (3rd Prize) awardees.

Max’s Philippines received another Crystal for its “New Year is for Resolutions” video, while Bench clinched two Crystals for “How Long Can You Keep a Secret?,” a touching video on love and acceptance. BDO’s “Kwentong Kabayan” series, Levi’s “Holiday,” Robitussin’s “Non-stop Ubo ngayong Pasko?,” and Closeup’s “#FreeToLove” video series each took home one Crystal award.

Apart from these, YouTube Ads Awards conferred eight Silver awards and 26 Bronze awards. Other big winners during the night were McDonald’s Philippines and Globe with three distinctions; and Philippine Airlines, San Miguel, and Vicks, with two awards each. — Zsarlene B Chua