NEW YORK (AdAge.com) -- Apple storms the chart as this week's salutatorian with 1.8 million views for its highly anticipated iPhone 4. The Cupertino company's clip is a smart spot that focuses entirely on the new phone's Face Time app, which allows people to video chat over their respective iPhone 4s (yes, the future is now). Even better, the NA-produced ad is done without dialogue, only the nostalgia-steeped crackle of Louis Armstrong's "When You Smiling" tracked over images of grandparents, parents and soon-to-be-dads chatting with distant loved ones. Yes, it comes on thick. But it works. It almost makes you forget Steve Jobs' rant-prone presence on all things Apple and all things Apple doesn't like. Almost.
Another newcomer, Visa's World Cup campaign, comes in at 3rd place with 1.8 million views and features NBA star Steve Nash shouting "goooooaaaal!" in various dream sequences, though the punch line doesn't arrive till he wakes up and pulls off his T-shirt to reveal a woman's athletic bra -- a nod, no doubt, to Brandi Chastain's game-winning penalty kick against China in the women's World Cup match in 1999. She de-jerseyed post goal to reveal...well, you get it. That was 10 years ago, so we can't decide whether the kicker (no pun intended) is coyly funny, or just dated. Perhaps a bit of both.
But it was newcomer Gillette that grabbed the top spot this week with a whopping 2.7 million views for its "Perfect Length" vid featuring women responding to the question, "How do you like it shaved?" The answers: "Just a little patch..."; "I think it should always be tidy"; and "...when it's smooth like that, I can't keep my hands off it" show that agency Jack Morton has little faith in the subtler shades of innuendo and prefers double entendre to come across like hammer on concrete. It's a low grab, basically, (pun heavily intended, if only to make sure Jack Morton gets it).
Meanwhile, Nike's "Write the Future" was bumped off the top spot this week, but remains in the top five with 1.6 million views, a 12% drop that may be a reflection of the U.S. team's ouster from the tournament. Come on, Brazil. Load it up.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Gillette||Perfect Length||Jack Morton||2,715,412||New|
|2||New||Apple||iPhone 4 Face Time||N/A||1,834,187||New|
|3||New||Visa||Go Fans 2010 FIFA World Cup||N/A||1,820,448||New|
|4||1||Nike||Write the Future||Wieden & Kennedy||1,637,453||-12%|
|5||New||GMC||GMC Pickup Games||Leo Burnett, Starcom Worldwide; Digitas; Sharethrough||1,278,588||New|
|6||6||Evian||Live Young||BETC Euro RSCG||1,064,573||+11%|
|8||7||Volkswagen||Driven By Fun||DDB||815,848||-3%|
|9||3||Microsoft||Xbox Project Natal||World Famous||661,657||-55%|
|10||8||Toyota||The Sienna Family||Saatchi & Saatchi||527,081||-21%|
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.
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