What creative experts learned after analyzing 8,000 ads with Google AI

Examine three creative strategies behind today’s most captivating ads [THE INTERSECTION OF MARKETING INSIGHTS AND VIDEO CULTURE] [YouTube Re:View] Google AI decodes the magic behind today’s top-performing ads TLDR: Effective storytelling on YouTube resonates with viewers and drives stronger performance - More than ever, brands are celebrating diversity and belonging - Ads are exploring new expressions of community - Brands are increasingly using Shorts to build loyalty among viewers T H E I N S I G H T S Leveraging Google AI to examine the creative strategies behind today’s most captivating ads It's the season of recognizing creativity and innovation, so our creative experts analyzed over 8,000 ads from across the world to uncover what’s captivating today’s viewers. Using large language models (LLM) and [Gemini](), Google’s largest and most capable AI model, we were able to extract insights that explored the subtle nuances that set top-performing videos apart: sentiment, visual elements, cultural references, and much more. Originally an intense manual process, Google AI now allows us to quickly and more fully understand what themes are resonating and how brands are bringing these stories to life. Stories are elevating underrepresented voices more than ever Viewers want to make a genuine connection with your brand. One way to meet the mark is by celebrating diversity in all forms, breaking down gender norms, and promoting a more inclusive understanding of the world around us. The ad industry has indeed raised the bar over the past few years, with [Maybelline Brazil redefining beauty standards](), [Google Pixel championing greater accessibility features](), and [Lidl France showcasing inclusivity through the lens of sports](). However, Google AI, which allowed us to explore diversity deeper than we’ve ever been able to, revealed what gaps still remain. DEI is a complex topic, so while it’s important to represent a range of stories and people, inclusive marketing is much more than a casting decision. Brands need to be more mindful of how they’re approaching stereotypes, biases, and tokenism to ensure everyone truly feels seen and heard. To reinforce the power of connection, ads are celebrating new ways to tap into community Human connection is central to the human experience. That’s why the power of connecting with community was a key creative theme during the pandemic as people were distanced from one another. Now as people have settled back into their normal lives, they’re craving intentional moments of togetherness more than ever. [BWM's Shorts ad reminds us of the joy and memories]() that come from being there for one another while [Nintendo UK reveals how our biggest passions can be loved and shared across generations](). Brands have so many ways to highlight the magic of community and shared experiences, and viewers want to be a part of it as these stories reinforce our identity and sense of belonging. And while stories about community are deeply resonating, people also want space to celebrate their self-expression – which is why [Tissot’s ad, which shows Gen Z proudly rocking their unique styles](), won with viewers. Brands are increasingly leveraging Shorts to drive meaningful connections Audiences, particularly Gen Z, want to be deeply familiar with a brand, which is why authenticity and transparency are breaking through. Strategies that drop the veil and give consumers a look into the values, culture, and even lore of a brand, are resonating. Take [McDonald's whose Short about the history of a discontinued menu item]() received strong engagement – or [Pizza Hut’s Short which shares their take on the long-standing debate]() of how to properly eat a slice. With billions of viewers coming to engage with all the content they love most, YouTube offers brands a way to create meaningful connections with today’s audiences. No matter if your story is long or Short(s), heartwarming or heart-racing, these actionable insights can take your creative storytelling to the next level, build lasting relationships with consumers, and ultimately drive stronger performance. [READ MORE]() W H A T ’ S T R E N D I N G Introducing Modern Marketers, a conversation with CMOs on the future of marketing In today’s complex landscape, marketers want to stay informed and be inspired. That’s why we've launched a new podcast series, Modern Marketers, where Joshua Spanier, VP of Marketing at Google Media Lab, sits down with innovative leaders who break down what it means to be an effective marketer – and how. Check out how CMOs at Uber and Zola are embracing digital transformation to fuel their next phase of growth, with brands like Experian and Canva to come. [LISTEN TODAY]() How was this edition? [Smile_terrible.png]() [Smile_bad.png]() [Smile_neutral (1).png]() [Smile_good.png]() [Smile_excellent.png]() Terrible Bad Neutral Good Excellent Has this been forwarded to you? [SUBSCRIBE TO RE:VIEW]() [YouTube]() [X]() [LinkedIn]() This email was sent to {EMAIL} because you indicated that you are willing to receive occasional YouTube product-related emails. 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