Christmas campaigns from Sainsbury’s and John Lewis have topped a list of the 10 most watched ads in 2014.
Marks & Spencer was the only other fashion retailer to feature in the countdown, compiled by Google-owned video site YouTube, reaching number seven for its Follow The Fairies clip.
The top 10 amassed a total of 330m views. Sainsbury’s First World War-inspired video, produced alongside The Royal British Legion, reached the number one spot with more than 16m views.
The John Lewis campaign featured the story of a friendship between a little boy named Sam and his penguin friend Monty.
Insights provided by Google reveal ads this year were around 57% longer than in previous years, averaging 2.8 minutes in length. Key themes included magic moments and emotional connections such as Christmas and childhood.
Charlotte Wells, media director at PHD, the media agency behind Sainsbury’s Christmas ad, said: “Through clever use of TV, social media and YouTube advertising, real buzz was generated around the Christmas film. On launch night alone, over 1m people viewed the ad on YouTube; it was the most viewed piece of content the day after launch as well as the top trending search term on Google.”