MANILA (2 UPDATED) —An expectant father, coffee cup on hand, waits for his wife to give birth in a McDonald's ad that was cited by YouTube on Thursday as the best in the past year.

"Wait Lang Po," which runs for less than 90 seconds, shows various images of Filipino fathers patiently waiting for their kids at the arcade, at the mall or outside school.

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The fastfood chain said it has been investing in digital marketing since 2011 and appreciates the engagement it gets from YouTube ads.

Other winners in the YouTube Ads Awards held at BGC Arts Center were Jollibee, Lucky Me, Cebu Pacific, PLDT, Globe, Bactidol, Unilab, Uniliver, Bench, Samsung and Lazada.

"The challenge for us is to stay ahead to make sure we're not repeating the same formula," said Christine Lao, marketing director for Golden Arches Development Corp.

"We are always looking for something different."

Google said that brands need to get even more creative to make sure that YouTube users stay engaged with their ads.

"Despite advances in tech, now more than ever, creative storytelling is more important. The benchmark is even higher, each brand has to earn the right not to be skipped," said Ken Lingan, Google Philippines country head.

The Department of Tourism also won an award for its ad "Anak."

Jollibee and Globe bagged the most number of awards--Jollibee for its viral "Vow" and "Crush" videos and Globe for its campaigns such as "Because you can never have too many dog videos" and the "Star Wars: The Last Jedi".

Judges whose backgrounds ranged from ad agencies, marketing, and content creation narrowed the finalists to 57 entries, with 18 videos landing the finalist spots.

The judges and organizers acknowledged the importance of emotional connection and creativity in getting viewers' attention. This is especially crucial with the "skip ad" feature allowing viewers to forgo watching.

"You have to be involved with it emotionally so that you actually watch it," said head judge Leigh Reyes of MullenLowe Philippines.

"Creative storytelling is more important today. The benchmark is higher because every brand now has to earn the right not to be skipped," said Ken Lingan, country head of Google Philippines.

This is the first version of the tilt in the Philippines and requires the videos to be streamed as ads in YouTube. — With a report from Anjo Bagaoisan

Here's the full list of winners:

Ad of the Year: McDo Wait Lang Po

Food and Beverage:

McDo Wait Lang Po (Crystal)
Lucky Me Best Makeover Ever Facial (Third Prize)
Jollibee Vow (Third Prize)

Health and Nutrition:

Unilab Son (Second Prize)
Bactidol Beauty Queen Fail (Third Prize)

Beauty and Personal Care:

Unilever Master #PimpleAwarenessMonth (Third Prize)
BENCH Anak (OFW Cover) (Third Prize)

Retail and Restaurants:

McDo Wait Lang Po (Second Prize)
Jollibee Vow (Third Prize)
Jollibee Crush (Third Prize)

Technology, E-Commerce, and Telco:

Globe Last Jedi (Third Prize)
Samsung Enhance Every Moment (Third Prize)
Lazada School of Acting Keychain (Third Prize)

Travel, Transport, Automotive, and Leisure:

DOT Anak (Third Prize)

Corporate Image and Public Sector:

Unilab Son (Crystal)
DOT Anak (Third Prize)
Globe Last Jedi (Third Prize)

Charities and Non-Profit

PLDT Gabay Guro (Second Prize)
CebPac Change for Good (Second Prize)

Multi-video Storytelling

Globe Kaleidoscope Ep 2&3 (Crystal)
Lucky Me Best Makeover Ever Facial (Third Prize)
Kwentong Jollibee Series Vow, Crush (Third Prize)

Long-form Storytelling

PLDT - Gabay Guro (Second Prize)
Globe Telecom Corporate - Doggie (Third Prize)

6-second Storytelling

Oishi Blocking (Third Prize)
San Miguel Balance (Third Prize)

Storytelling for Occasions

McDo Wait Lang Po (Crystal)
Globe Dog Video (Second Prize)
Jollibee Vow (Third Prize)

Effectiveness:

Lazada Picture Frame and Keychain (Third Prize)