NEW YORK (AdAge.com) -- Kitschy, catchy and crass took a backseat to nifty, inspired and original last week (mostly), with three new clips courtesy of HP, Diesel and Apple. Toyota took the much-deserved top spot on the Viral Chart with the Jody Hill-directed "Swagger Wagon" at a touch over 1.4 million views, while Gillette's "Uncut" came in closely behind.
But what in the world happened to Google's incredible "Chrome Speed Tests?" The video, a feat of technical and digital mastery, debuted in first place two weeks ago, but then disappeared completely from this week's chart, like a viral ghost. Perhaps if it showed how fast YouTube loads on Chrome, it might have stuck around?
Or maybe it was Steve Jobs' anti-anything-but-Apple mojo that explains Chrome's disappearance, as the Cupertino, Calif.-based company stomped in at fourth place with -- what else? -- more iPad. Produced by TBWA Media Arts Lab, the "What is iPad?" clip grabbed just less than a million viewers in the ongoing lust affair between the public and Jobs. While the ad was uploaded on YouTube by Apple itself, comments are turned off. Perhaps Jobs wants you to send any and all thoughts, concerns, ripostes directly to him.
HP teased audiences with a '50s-era, camera-prompted style video with "HP Can Do That," and Deisel's "Be Stupid (Spring/Summer 2010 Collection)" rounded out the newcomer list with a strangely earnest dance-driven clip featuring a mind-numbing array of clothing to the tune of "A Hundred Lovers" by Josep, all crafted courtesy of Anomaly's London office. Where else?
Nestle's "Butterfinger Defense League" took the hint and slinked down six spots to ninth. Perhaps there is some modicum of justice in art and commerce after all.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||2||Toyota||The Sienna Family||Saatchi & Saatchi||1,437,348||-22%|
|2||4||Gillette||Uncut||Greenlight Media & Marketing||1,389,644||-2%|
|3||6||Evian||Live Young||BETC Euro RSCG||1,092,461||+2%|
|4||New||Apple||What is iPad?||TBWA Media Arts Lab||929,681||New|
|5||5||Old Spice||Odor Blocker||Wieden & Kennedy||875,802||-35%|
|6||New||HP||HP Can Do That||Brief Attention Span; Sharethrough||820,511||New|
|8||New||Diesel||Be Stupid (Spring/ Summer 2010 Collection)||Anomaly||764,792||New|
|9||3||Nestle||The Butterfinger Defense League||Threshold Interactive; Zenith Optimedia; Sharethrough||588,278||-60%|
|10||Back on Chart||Microsoft||Xbox Project Natal||World Famous||525,092||Back on Chart|
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.