1. BMW – Drive the Future Today

Slick, speed and style come to mind when watching BMW’s advert for its BMW i series of all-electric engines and plug-in hybrids. Not straying far from its usual approach, the 30-spot shows the futuristic vehicle driving across a bridge accompanied by a spectacular sunset which matches the exterior of the car. A voiceover can be heard saying: “Progress: it’s not just the milestones you pass, it’s more than simply adapting, it’s letting go of the past and finding possibility where others see barriers.”

Creative agency: FCB Infernos
Media agency: Wavemaker

2. Apple UK – Introducing the iPhone XR

Would it really be a “most watched YouTube ads” write-up if it didn’t feature an Apple ad? Nope. And trust us, there is more where this came from. This advert showcases everything that Apple encompasses and is actually the second instalment of a series of adverts highlighting the company’s new XR and XS models. Like any mobile phone advert, the footage shows the device from a number of sleek angles, while pointing out its key features such as a Liquid Retina LCD display and camera, as well as unseen hardware, an A12 bionic processor, face ID and water resistant construction. The ad also highlights the phone’s photographic functionality, particularly smart HDR and dynamic depth control.

Creative agency: Media Arts Lab
Media agency: OMD

3. Three UK – #PhonesAreGood

Not venturing too far from Three’s usual humour-driven approach, this two-and-a-half-minute spot re-imagines pivotal moments in history while attempting to demonstrate how much…