Media Awards 2010: Campaign Promotion - My YouTube ad of the year: how the winner was chosen

In the short history of online video-watching, one cardinal rule holds fast: the viewer is in control.

It is for this reason that YouTube decided to give the My YouTube Ad of the Year award, launched in partnership with the Campaign Media Awards, a novel twist: YouTube viewers would pick the winner.

First off, however, a panel of marketing clients, practitioners and journalists gathered to choose a shortlist of entries, from which YouTube viewers would make their choice.

Top of judges' minds was evidence of creativity and engagement in the 175 entries submitted to the competition. After all, brands are under even more pressure to entertain on YouTube, where watching ads is an active rather than a passive choice.

Entries included bespoke YouTube video ads as well as TV ads that have run on the channel. "We wanted to showcase the professionalism and creativity of long-form ad content as well as shorter executions that consumers can experience on YouTube," Bruce Daisley, YouTube's sales leader, said.

There was unanimity among the judges on many of the 28 shortlisted entries. The Pfizer "Get a prescription" video, for instance, was "very dramatic and uses the YouTube medium well, with a shock value that YouTube is so good at" one judge said. Judges also considered The Sun's spoof "4.0 viral" ad to be "mischievous and on target ... perfect for YouTube's audience".

The finalists were then promoted to YouTube viewers, who were invited to choose their favourite. "Embrace Life", a video from Sussex Safer Roads to promote seat belt-wearing, won hands down with viewers with three times as many votes as the nearest competitor. The marketer judges loved it too, one hailing it as "powerful stuff ... the most beautiful ad I've ever seen".

As YouTube becomes an increasingly fruitful place for advertisers and their brands, the pressure is on to create a new breed of creative ideas. The inaugural My YouTube Ad of the Year provides clear proof that this already happening.

Justine Roberts, co-founder, Mumsnet
Noelle McElhatton, editor (creative solutions), Campaign
Alix Pennycuick, creative director, Publicis Modem
Mark Simpson, marketing director, Ford of Great Britain
Steve Parker, managing director, MediaVest
Dominic Mills, editorial director, Haymarket Business Media
Jason Lonsdale, international planning director, Saatchi & Saatchi
Matthew Gerry, digital strategy director, Haymarket Business Media
Stuart Sullivan-Martin, chief strategy officer, MEC
George Nimeh, digital consultant and former head of digital, Iris Europe

Old Spice

Execution: Mukhtar's birthday
Credit: Kadaver

Execution: AT&T (Amnesia Travel) winner in the 2010 MOFILM Barcelona
Credit: Daniel & Fredrik Lundh

Execution: Canal+ Closet
Credit: BETC Euro RSCG, Paris

Execution: Carlsberg team talk
Credit: Saatchi & Saatchi

Execution: Launch ad
Credit: VCCP

European Golf Tour
Execution: Gong
Credit: Saatchi & Saatchi

The Expendables
Execution: The Expendables YouTube page takeover
Credit: The Visionaire Group

Execution: Good call!
Credit: Adam & Eve

Execution: Liquid mountaineering
Credit: CCCP (Amsterdam)

Home Office
Execution: Street dares
Credit: VCCP

John Lewis
Execution: Never knowingly undersold
Credit: Adam & Eve

Johnnie Walker
Execution: The man who walked around the world
Credit: Bartle Bogle Hegarty

Execution: Write the future
Credit: W&K Amsterdam

Nokia N8
Execution: Dot.mov
Credit: W&K London

Execution: Priority (Gorillaz)
Credit: VCCP

Old Spice
Execution: The best your man could smell like
Credit: W&K Portland

Execution: Get real, get a prescription
Credit: Langland

Execution: Parallel lines
Credit: DDB

Execution: Extreme Sheep LED
Credit: The Viral Factory

Execution: House of cards
Credit: Leo Burnett London

Execution: Get a job on Pocket TV
Credit: Iris

Strongbow (Bankers)
Execution: Strongbow Bankers Honours
Credit: St Luke's

The Sun
Execution: 4.0 viral
Credit: Glue Isobar

Sussex Safer Roads
Execution: Embrace life - always wear your seat belt
Credit: Daniel Cox (writer and director); Sarah Alexander (producer)

Execution: Hunter shoots a bear
Credit: Buzzman (Paris)

Visit Sweden
Execution: Dave goes to Skane
Credit: Glue Isobar

Execution: Poo viral
Credit: Kitcatt Nohr Alexander Shaw

Xbox 360
Execution: Alpine legend
Credit: AKQA