Poignancy, comedy, human connection via a song, a selfless holiday spirit, and a smattering of action are all in the mix in SHOOT’s lineup of the most viewed videos in 2023.
Getting the most looks among SHOOT videos in 2023 was a film in a Deutsche Telekom campaign from adam&eveBerlin that’s most apropos for a year in which artificial intelligence became a hot button topic. Directed by Sergej Moya via Berlin-based production company Tempomedia, this hero film raises awareness about the practice of sharenting, where parents share personal details and images of their children’s lives online. From an image of a nine-year-old actress, called “Ella,” springs the film’s protagonist. With the help of the latest AI technology, a virtually aged deepfake of the girl was created. In the video, you can see how the “grown-up Ella” turns to her surprised parents in a message screened at a movie theater. She sends a warning from the future and confronts mother and father with the consequences of sharing pictures of their child on the internet. By carelessly sharing children’s photos and other data, such as names or ages, via social media and short messaging services, guardians unintentionally expose children to risks. Possible consequences include profiling by data brokers, hacking, facial recognition, pedophilia and other threats to privacy and security.
Taking the second slot for most viewed was a piece for McDonald’s out of Leo Burnett UK which introduces us to a group of office workers who conspire together to head to McDonald’s. The film begins in a typical office as a heavy folder of papers is slammed onto a desk. With a sigh, two colleagues catch each other’s eye. One of them raises their eyebrows to the other in a knowing way–she understands exactly what that means. They nod in agreement and head off. With smiles on their faces, they walk purposefully through the office: raising their “arches” to their colleagues in a universally understood gesture. It doesn’t take long for the whole office to join in for a lunchtime escape–window cleaners and postman included. The film was directed by Edgar Wright via Moxie Pictures. Wright’s feature filmography includes Baby Driver, Last Night in Soho and Shaun of the Dead.
Garnering third place in our click countdown was Intuity Medical for a spot promoting Pogo Automatic, which checks out a person’s blood sugar level sans any of the typical hassles involved–such as having to wear a glucose sensor. Conceived by creative agency Cutwater, this commercial titled “Pickleball”–directed by Hank Perlman of Hungry Man–introduces us to two naturist pickleballers. They play the sport stark naked, except for socks and sneakers. The woman also has to wear a glucose sensor on her arm, which makes her feel self-conscious on the court. But Pogo Automatic comes to the rescue, meaning she can return to the court unencumbered.
Finishing fourth in our 2023 tally was this Amazon Prime commercial, “Tache,” directed by Olivia Wilde via Anonymous Content for Wieden+Kennedy London. “Tache” follows a young woman as she encounters unwanted facial hair for the first time. Initially dismayed, she tries to remove it until she realizes that her icons have mustaches too. From Eddie Murphy in Coming 2 America to Frida Kahlo and Freddie Mercury, she learns to triumphantly embrace and love the way she looks. With this newfound confidence, she uses Prime to buy a Freddie Mercury themed outfit, and play music that makes her feel uniquely herself.
Our fifth entry in the click-worthy countdown of 2023 was Infinity 10G Network’s “Bring Your Kid To Work Day” directed by Lance Acord of Park Pictures for Goodby Silverstein & Partners. The spot imagines a day at Xfinity headquarters where the children of employees playfully encourage the adults to push the network to its limits–which the grownups already have done.
The sixth slot in our 2023 countdown has been taken by Jim Beam’s “Sweet Caroline” directed by Noam Murro of Biscuit Filmworks for Leu Burnett Chicago. The ad captures a moment of human connection by showcasing a community united in a spontaneous moment of joy as people in a bar come together to sing “Sweet Caroline.”
Seventh place went to this spot for Nutro dog food in which we see the birth of puppies via unconventional yet definitively natural means–like coming out of a cracked eggshell ala a baby chick, growing on tree branches like fruit that is then harvested, and growing from the soil like a pumpkin-variety squash that splits open to reveal a cute canine. Directed by Raf Wathion of Skunk, the spot was part of a campaign conceived by BBDO New York.
Tallying enough views for eighth place was another spot from BBDO New York–this one for Macy’s. A lad runs about and explores a Macy’s department store–sampling cologne, flipping frying pans in search of the perfect gift–before finally making his way to mom who is at the head of the line, saving a place for her son to see Santa Claus. But rather than tell Santa what he wants for Xmas, the youngster offers St. Nick a pair of slippers for “after work.” Turns out the selfless little boy was on a mission to give Santa something to enjoy. This anthemic film–directed by Aaron Ruell of Sanctuary–celebrates the holidays and special moments in which Macy’s plays a part.
Settling into ninth place was Progressive Insurance’s “TV Dad,” a tongue-in-cheek sitcom intro directed by Tom Kuntz of MJZ for Arnold Worldwide. It stars one of TV’s most iconic dads, Reginald VelJohnson, as “the best pretend dad that you’ve never had.” Dad shares many wisdom-fueled lessons of importance including that vehicle drivers who switch to Progressive can save nearly $700 annually on average.
And rounding out the top ten was a spot in BT’s “Home of Action” campaign created by Saatchi & Saatchi London. Directed by Jeff Low of Biscuit Filmworks, the campaign leads with this film which opens on an unassuming grandma, watching Extraction 2 on Netflix in her favorite armchair. She doesn’t bat an eyelid as a man in a suit crashes through the bay window, SWAT-team style, swinging from a rope and landing effortlessly next to her on the sofa. Next, a woman wheelies and screeches in on a motorbike, before nestling into another armchair. Then a teenager completes the scene by falling through the ceiling. The boy nonchalantly dusts himself off and settles in next to his parents on the sofa. Finally, the family cat smashes through the wall, ready for an evening of incredible TV on BT.
Here’s a rundown of the 25 most viewed SHOOT videos of 2023 (click on title to view):
2. Edgar Wright Directs Eyebrow-Raising Spot For McDonald’s, Leo Burnett UK
3. Cutwater, Director Hank Perlman Play “Pickleball” Almost Entirely In The Buff For Intuity Medical
4. Olivia Wilde Directs “Tache” For Amazon Prime, W+K London
5. Top Spot of the Week: Goodby Silverstein, Director Lance Acord Bring Kids To Workplace For Xfinity
6. Director Noam Murro, Leo Burnett Chicago Croon “Sweet Caroline” For Jim Beam
7. BBDO NY, Director Raf Wathion Grow Healthy Dogs With Nutro
8. Macy’s, BBDO NY, Director Aaron Ruell and A Selfless Lad Find A Gift For Santa
9. Arnold Worldwide, Director Tom Kuntz Bring TV Dad To The Rescue For Progressive Insurance
10. The Best Work You May Never See: Saatchi London, Director Jeff Low Bring Action Home For BT
11. Arnold Worldwide, Director Martin Granger, Dr. Rick Take Elevator Ride For Progressive Insurance
12. Martin de Thurah Directs “Legends Never Die” For Levi’s, Droga5
13. Justyna Obasi Directs “Wisdom & Obi” For Expedia
14. W+K, Director Daps Serve “Tea” For Nike, WNBA
16. 72andSunny, Director Gary Freedman Pitch “Tent” For Amazon
17. Top Spot of the Week: Blitzworks, Director Henry Scholfield, ETC Team On “Masterpiece” For Coca-Cola
19. Top Spot of the Week: Wayfair, BBH London, Director Bjorn Ruhmann Help Us “Escape the Catalogue”
20. McGarrah Jessee, Director Mike Long Find “It’s All In The Phone” For Instacart
21. Top Spot of the Week: Klick Health, Lightfarm Studios Cross “Bridge” For PAWS NY
23. Rudy Valdez Directs “Translators” For U.S. Bank, McCann Worldgroup
24. Melissa McCarthy Stars In Super Bowl Musical For Booking.com From Zulu Alpha Kilo
25. BMB, Director David Kerr Keep A Secret For La Famiglia Rana Pasta
