NEW YORK (AdAge.com) -- Anheuser-Busch took the top spot last week with "Clothing Drive," an ad that never ran on TV but started to gain steam the week before the Super Bowl. The video, part of its "Office Bud Light" series, took more than 1.2 million views largely due to repeat user uploads on YouTube, even though the staff at Visible Measures, which compiles the viral chart, noticed that some versions had been taken down.
The video was no doubt helped as interest in Super Bowl advertising swelled before the big game. (Anheuser-Busch is a long-time Super Bowl advertiser.) That increased interest also put E-Trade's 2009 Super Bowl ad back on the chart at No. 9, a stunning comeback that probably bodes well for its newer campaign in the coming week.
Even though the numbers were collected the week before, the first real Super Bowl ad also hit the charts at No. 4. Naturally, it's a Doritos ad. Expect to see more from that brand on the chart next week.
One non Super Bowl-related ad debuted at No. 5 from the Sussex Safer Roads Partnership. It uses artful emotion, not gore, to get a get its message across and convince anyone on the fence to buckle up before driving.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Bud Light||Office Bud Light||DDB||1,261,508||New|
|2||2||Evian||Live Young||BETC Euro RSCG||1,077,303||0%|
|3||7||Axe||Clean Your Balls||BBH||743,763||+74%|
|4||New||Doritos||Crash the Super Bowl 2010||Goodby, Silverstein & Partners||667,329||New|
|5||New||Sussex Safer Roads Partnership||Embrace Life||Director: Daniel Cox||648,406||New|
|6||Back on Chart||International Olympic Committee||Best of US Challenge||Cole & Weber United / Mekanism||493,578||Back on Chart|
|7||5||Microsoft||Xbox Project Natal||World Famous||492,882||-9%|
|8||6||DC Shoes||Gymkhana Two||Mad Media||491,970||-6%|
|9||Back on Chart||E-Trade||E-Trade Baby||Grey, New York||481,827||Back on Chart|
|10||4||Nexus One Vlogger||N/A||445,106||-19%|
Source: Visible Measures
*The Visible Measures Top 10 Viral Video Ad Campaigns Chart focuses on brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements. The data are compiled using the Visible Measures Viral Reach Database, a constantly growing repository of analytic data on more than 100 million internet videos across more than 150 video-sharing destinations.
Note: This analysis does not include Visible Measures' paid-placement (i.e., overlays, pre-/mid-/post-roll) performance data or video views on private sites. This chart does not include movie trailers, video-game campaigns, TV show or media network promotions, or public service announcements. View-count results are incremental by week.
**Indicates percent change in views compared with the same period the week before.
To notify Visible Measures of an upcoming video ad campaign, or for an end-to-end assessment of your campaign's overall performance, please contact Visible Measures directly.