Restaurant chain Max’s “Every Kind of Family, Everyday to the Max” campaign was named “Ad of the Year” at the recently concluded YouTube Ads Awards — which gathered industry leaders, as well as brands marketing and advertising agencies to recognize creative storytelling on YouTube.
Max’s alien-themed ad bested 360 entries across 17 categories from where 42 finalists were chosen.
The video is set in the city of Manila and revolves around extraterrestrials visiting the Earth, and the chaos and confusion that ensues upon their arrival and how Max’s restaurant makes them feel welcome. It highlights the brand’s goal in stopping alienation, pun intended, and redefining family values. The ad also uses the late Francis Magalona’s “Kaleidoscope World.”
“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 in the global stage,” shared Joe Dy, chief creative officer of McCann Worldgroup and judge chair for the event.
Aside from receiving the highest distinction from the competition, the video also claimed the top category award or Crystal Award for Food and Beverage, two Silver titles for Retail and Restaurants and Corporate Image and Public Sector. Max’s Philippines’ other production entitled “New Year Is For Resolutions” also got a Crystal Award for the very same category.
“Over the years, we’ve seen a shift in the way advertisers tell brand stories and effectively engage audiences. In the Philippines today, it is exciting to see creativity and imagination at play in the industry, with more and more practitioners embracing unique storytelling and new executions as seen in tonight’s roster of awardees,” said Google Philippines head of marketing Gabby Roxas.
Meanwhile, Bench clinched two Crystal Awards for their “How Long Can You Keep a Secret?” video production while BDO’s “Kwentong Kabayan” series, “Holiday” of Levi’s, Robitussin’s “Non-stop Ubo Ngayong Pasko?,” and Closeup’s “#FreetoLove” each won one Crystal Award.
YouTube Ads Awards likewise conferred eight Silver and 26 Bronze titles. Mcdonald’s Philippines and Globe were some of the other big winners with three distinctions each while PAL, San Miguel, and Vicks each brought home two.