Baseball cap-and-apparel maker New Era has enlisted "30 Rock" star Alec Baldwin and "The Office" star John Krasinski to play themselves for a series of videos making light of the Yankees/Red Sox rivalry. In the first spot, coming in at No. 10 on the Viral Chart last week, trash-talking goes hilariously awry: "John, John, this is not a rivalry, just like fire does not have a 'rivalry' with kindling, the lawnmower does not have a 'rivalry' with grass."
In the second video, it gets violent. The humor is subtle, as is the branding. But it's the kind of entertainment that could make the Buffalo, N.Y.-based brand mean something outside the stadium.
Also new this week at No. 9 is a teaser for an attempt to break the record for the longest jump for a four-wheeled vehicle from Hot Wheels and Izod.
A handful of campaigns have gotten comfortable in the top 10 in the past few months, including T-Mobile's "Royal Wedding," Downy's "Mike in the Window" and SunDrop's "Drop It," not to mention Evian's "Live Young." These returning campaigns, largely driven by continued sharing behavior, consume the upper half of the top 10 this week.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||2||Evian||Live Young||BETC Euro RSCG||1,312,988||+3%|
|2||5||Virgin Media||A More Exciting Place To Live||DDB||684,435||-6%|
|3||3||T-Mobile||Royal Wedding||Saatchi & Saatchi||657,026||-33%|
|5||4||Blendtec||Will It Blend?||In-house||615,655||-18%|
|6||10||Downy||Mike in the Window||Digitas||575,020||-3%|
|7||Back on Chart||SunDrop||Drop It||MTV Scratch||455,069||Back on Chart|
|8||Back on Chart||Skittles||Touch the Rainbow||BBDO||444,955||Back on Chart|
|9||New||Izod & Hot Wheels||Fearless at the 500||Mistress||433,568||New|
|10||New||New Era||Trash Talking||Brooklyn Brothers||374,111||New|
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.