Only a fool (or a brand with billions to spend on media) tries to be all things to all people.
That's why Adweek's Watch Awards honor the year's top online videos across a wide range of specific genres and targeted audiences. This year's crop of winners show that success is about building a connection with the right viewers, not necessarily everyone with eyeballs.
Check out the Watch Awards winners across each of our programming categories below:
"World’s Toughest Job," Mullen Lowe for American Greetings. Everyone remembers this job interview celebration of Mother’s Day.
Branded Content Video
"Unskippable," The Martin Agency for Geico. Finally, a preroll ad that blocks your ability to pass it by. Works on TV, too.
"Comedians in Cars Getting Coffee," Season 5, Crackle. If Jerry Seinfeld is tiring of taking home Watch Awards, he’s not letting on.
"What They Left Behind," BBDO New York for Sandy Hook Promise. Taking a closer look at the stories behind three shooting tragedies.
"Promposal," Condé Nast Entertainment. A gay teen just wants to go to the prom with a guy. His straight best friend comes through for him.
"Dennis Quaid’s On-Set Freak Out," Funny or Die. In this manufactured rant, Quaid delivers an Oscar-worthy performance.
"Freak Show," Venables Bell & Partners for Reebok. Celebrating extreme sports through equal parts inspiration and gorgeous visualization.
"Comedians in Cars Getting Coffee," Season 5, Crackle. Guests this season include Kevin Hart, Amy Schumer, Fred Armisen and Jimmy Fallon.
"Love Has No Labels," R/GA for the Ad Council. Who ever thought X-ray technology could be used in such a cool way?
"Jon Hamm on How to Shine Shoes in 90 Seconds," Condé Nast Entertainment. (GQ creative director Jim Moore does the work.)
"Year in Search 2014," R/GA for Google. The trillions of things people search for on Google say a lot about who they are. This doc celebrates that.
"The Glass Age," Doremus for Corning Specialty Glass. When you want science and humor, who you gonna call? Mythbusters!
Video Targeting Men
"On Purpose," Innocean USA for Thousand Dollar Shave Society. The high-end shave philosophy goes far beyond just grooming in this funny spot.
Video Targeting Millennials
"Madden Season: NFL 15," Heat for EA Sports. Kevin Hart stars in one of the most surreal and schizophrenic ads ever made.
Video Targeting Women
"Wishes for Baby," Weber Shandwick for Fisher-Price. New moms around the world share their hopes for their newborns.
More of Adweek’s Watch Awards
Read more about (and watch) all of this year's Watch Awards winners:
• 16 Programming Winners
• Programming Spotlight: R/GA's Soaring, Viral PSA About Love
• 6 Talent Winners
• Talent Spotlight: Joel McHale, Indefatigable Host of The Soup
• 9 Production Winners
• Production Spotlight: Tinder's Tale of Modern, Globe-Trekking Love
This story first appeared in the Aug. 17 issue of Adweek magazine. Click here to subscribe.