Brand Marketing These 16 Videos Are Each a Case Study in Nailing the Right Tone for the Right Audience By Michael Burgi|August 17, 2015 Share By Michael Burgi|August 17, 2015 Share 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: 1Advertisement Video "World’s Toughest Job," Mullen Lowe for American Greetings. Everyone remembers this job interview celebration of Mother’s Day. 2Branded Content Video "Unskippable," The Martin Agency for Geico. Finally, a preroll ad that blocks your ability to pass it by. Works on TV, too. 3Comedy Video "Comedians in Cars Getting Coffee," Season 5, Crackle. If Jerry Seinfeld is tiring of taking home Watch Awards, he’s not letting on. From Crackle: Amy Schumer: I'm Wondering What It's Like To Date Me 4Documentary Video "What They Left Behind," BBDO New York for Sandy Hook Promise. Taking a closer look at the stories behind three shooting tragedies. 5News Video "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. Watch this on The Scene 6Prank/Stunt Video "Dennis Quaid’s On-Set Freak Out," Funny or Die. In this manufactured rant, Quaid delivers an Oscar-worthy performance. 7Response Video "10 Hours of Walking in NYC as a Man," Funny or Die. The humorous answer to a woman’s documented harassment experience. 10 Hours Of Walking In NYC As A Man from Nate Dern 8Sports Video "Freak Show," Venables Bell & Partners for Reebok. Celebrating extreme sports through equal parts inspiration and gorgeous visualization. 9Entertainment Video "Comedians in Cars Getting Coffee," Season 5, Crackle. Guests this season include Kevin Hart, Amy Schumer, Fred Armisen and Jimmy Fallon. From Crackle: Jimmy Fallon: The Unsinkable Legend: Part 2 10Inspirational Video "Love Has No Labels," R/GA for the Ad Council. Who ever thought X-ray technology could be used in such a cool way? 11Instructional/How-To Video "Jon Hamm on How to Shine Shoes in 90 Seconds," Condé Nast Entertainment. (GQ creative director Jim Moore does the work.) 12Lifestyle Video "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. 13Technology Video "The Glass Age," Doremus for Corning Specialty Glass. When you want science and humor, who you gonna call? Mythbusters! 14Video 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. 15Video Targeting Millennials "Madden Season: NFL 15," Heat for EA Sports. Kevin Hart stars in one of the most surreal and schizophrenic ads ever made. 16Video Targeting Women "Wishes for Baby," Weber Shandwick for Fisher-Price. New moms around the world share their hopes for their newborns. 17More 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. Adweek Adweek