Sainsbury's Christmas spot most-watched ad on YouTube in 2014

Sainsbury's Christmas ad has topped YouTube's most watched ads of 2014 in the UK, with the John Lewis festive ad in second place.

Sainsbury's: Christmas spot is most-watched ad on YouTube in 2014
Sainsbury's: Christmas spot is most-watched ad on YouTube in 2014

Here is the top ten:

1. Sainsbury's "Christmas is for sharing" by Abbot Mead Vickers BBDO

The spot depicts the football game played by British and German soldiers in No Man’s Land on Christmas Day during the First World War.

Ringan Ledwidge directed the spot through Rattling Stick. PHD was responsible for the media planning and buying.

2. John Lewis "Monty the penguin" by Adam & Eve/DDB

The spot features a young boy waiting for Christmas to give his penguin friend the companion it has longed for.

Adam & Eve/DDB, where the executive creative directors are Ben Priest, Emer Stamp and Ben Tollett, created the spot.

Daniel Fisher wrote the ad, with art direction by Richard Brim. It was directed by Dougal Wilson through Blink.

The ad also clocked up more than six million views on Facebook.

3. Nike "winner stays" by Wieden & Kennedy Portland

The four-minute spot, which features Cristiano Ronaldo and Wayne Rooney, is the second instalment of Nike’s 'Risk Everything' campaign.

It shows two groups of young boys playing football on a "winner stays on" basis, competing for the public playing field.

The youths start to morph into their heroes as the game becomes more competitive and the playing field turns into a large stadium.

Jeff Salomonsson took charge of copywriting, and Sezay Altinok handled the art direction. The film was directed by Ringan Ledwidge through Rattling Stick.

4. Nike "the last game" by Wieden & Kennedy Portland

The animation features the characterisations of some of the biggest names in football. When they are replaced by clones and reduced to selling their autobiographies to make ends meet, Cristiano Ronaldo, the Brazilian footballer, gathers the payers to take on the clones in a winner-takes-all match.

Ryan O’Rourke took control of art direction, and Alberto Ponte wrote the ad. It was directed by Jon Saunders through Passion.

5. Always "#LikeAGirl" by Leo Burnett

The ad aims to stop people using the term "like a girl" as an insult.

The film features real people being told to do things "like a girl". Older men and women tended to respond with pathetic-looking actions, while younger girls were unaware of the bias and performed the actions normally.

The work was written by AJ Hassan and Angel Capobianco, art directed by Hmi Hmi Gibbs and Nick Bygraves, and directed by Lauren Greenfield through Chelsea Films. 

6. Three "#SingItKitty" by Wieden & Kennedy

A girl mimes the words of We Built This City by Starship as she cycles round a cul-de-sac with a cat in her bike basket.

The work was written by Chris Lapham, art directed by Aaron McGurk and directed by Traktor through Partizan.

7. Marks & Spencer "follow the fairies" by Rainey Kelly Campbell Roalfe/Y&R

This shows two fairies sprinkling magic to make people’s wishes come true. It starts off with the fairies clocking in for work and then flying around a winter’s night to improve gifts, making it snow and find a lost cat.

The ad was created by Rainey Kelly Campbell Roalfe/Y&R, with art direction from Chris Hodgkiss and copywriting by Pip Bishop. Philippe Andre directed the ad through Independent.

8. Save the Children "most shocking second a day" by Don't Panic

The video follows a young girl as she enjoys a typical day in a peaceful Britain. Things take a darker path when she is seen in a warzone with bombs and food becomes scarce.

It ends with: "Just because it isn't happening here, doesn't mean it isn't happening."

Richard Beer took control of creative direction for the work. Martin Stirling directed it through Unit9.

9. Guinness "Sapeurs" by Abbott Mead Vickers BBDO

The ad stars members of a Congolese fashion cult called the Sapeurs. It tells the story of the society of men from Brazzaville (the capital of the Republic of the Congo) who, after finishing their day jobs as labourers and factory workers, gather dressed in stylish attire.

The work was written by Nicholas Hulley, art directed by Nadja Lossgott and directed by Nicolai Fuglsig through MJZ.

10. Pepsi Max "unbelievable" by Abbott Mead Vickers BBDO

The film on the Pepsi Max YouTube channel shows Damien Walters, the parkour performer, running a loop-the-loop.

It was written by Gary Lathwell, art directed by Richard Peretti and directed by Selena Miles through Little Dot Studios.

A spokesman for YouTube said: "To be eligible for the leaderboard, videos must be marked as ads on YouTube – in other words, they get some paid views – but must also earn significant organic views. The rankings are determined by an algorithm that factors in paid views, organic views and audience retention."

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