Snoop Dogg tops YouTube’s most-engaging ads list with Menulog collab
Google has revealed the top 10 most creative and engaging YouTube ads for 2020, with Snoop Dogg’s Menulog ad taking out the top spot.
The food delivery service unveiled their collaboration with Snoop Dogg in June. The 60-second ad featured the rapper’s own spin on the ‘Did Somebody Say Menulog?’ jingle and went hand-in-hand with a limited edition Dogg’s Diner menu of classic American food.
Snoop Dogg teamed up with Menulog again in November for a State of Origin-themed remix of the jingle. The new ad featured backing verses from rugby players Greg Inglis, Craig Wing, Ben Hunt and the Trbojevic brothers.
Speaking to B&T, Google Australia and New Zealand head of creative development Fiona Walford said the ads that made the top ten were ones that found “new ways to create and produce, different ways to tell stories in a new and sometimes untested environment”.
“Who could forget the distinctive voice of Snoop Dogg and that tune? So catchy and memorable, and clearly a huge success for the brand,” Walford said.
“It picks up on some key YouTube creative principles; great music, a famous face, fast moving scene changes to maintain attention – and a great first five seconds to kick things off! The long-form 60-second ad coincided with a change of logo and a ‘Dogg’s Diner’ menu to enjoy. Brilliant stuff and a stand out number one.”
The Menulog campaign was put together by McCann London and released in seven markets. The campaign reportedly saw an increase in Menulog usage among Millennials and Generation Z.
“We’re a business that has traditionally been pigeonholed in certain demographics of Australia, and so Snoop Dogg helps us appeal to a much broader audience in Australia. He appeals to young people, Gen Z and also to Boomers,” Menulog marketing director Simon Cheng told AdNews last November.
Rounding out the list are ads for Samsung, Sportsbet, the Korean Tourism Organisation, video game Cyberpunk 2077, Subway, BPAY, Mercedes-AMG, Hyundai and R.M. Williams, which featured a deeply underdressed Hugh Jackman.