Flo and Joan's ad is the most popular on YouTube

One of comedy double act Flo and Joan's commercials for the Nationwide building society has been named the most popular ad on YouTube for January.

Their song Sisters topped a chart compiled by the video service which takes into account such factors as how long ads are watched, and whether people seek out the videos rather that watching them as paid-for ads.

Nationwide's chief marketing officer Sarah Bennison told ad industry magazine Campaign: 'There has been much discussion on the 'art vs science' of advertising. When we saw an audition tape for Sisters, gut feel told us all that this was a delightfully fresh take on the loyalty element of our brand story.

'The fact that we were all instantly singing about "chubby cheeks and doughy knees" gave us the courage to take a punt and unleash Flo and Joan on the viewing public. No science involved.'

The ad, which launched on January 2, has more than 700,000 views so far:

Published: 16 Feb 2018