Bear-Shooting Gimmick Propels Little-Known Brand to Top of Viral Chart

Apple Claims No. 2 Slot for Its 'New Way to Nano'

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NEW YORK ( -- Apparently, some old tricks still work.

This week's topper came in the form of a choose-your-own-adventure, a form YouTube and marketers like Nintendo and Samsung popularized a few years back. This time, German white-out brand Tipp-Ex hired agency Buzzman to shoot a scenario where a hunter comes under imminent attack from a bear. Before he can do the deed, the video stops with two links: one to shoot the bear, and one to not shoot the bear. Both links, however, take you to the same scene where the hunter says he'd rather not shoot the bear (whew!). A couple whizz-bang flash tricks show the hunter reaching out of the video frame into the box to the right, picking up a bottle of Tipp-Ex and whiting out the "Shoots" from the title of the video. You can write in whatever you want, such as "kisses," which was the only thing that worked for me.

It's a gimmick, but it worked. The internet, for all its cynical glories, is actually more of a theater for earnest enthusiasm.

Less surprising in content, but more noteworthy for its dual hits, Apple scored two slots on the chart for the first time, one for its new Nano, the other for the new iPod Touch, both announced last week by CEO Steve Jobs. Both ads feature the same aesthetic Apple has come to be known for, sharp, music-driven editing, without voice-over or dialogue. But now, the company's "we're so cool, come buy it" mantra, however tacit, has become tired, and in some ways you have to wonder if the company's chart success is as much a function of Jobs' event announcement. Apple essentially took over Twitter that week, and it's clear the micro-blogging platform is becoming a much bigger factor in online videos.

Last week's number one, Roger Federer's trick shot for Gillette & British Skin Foundation dropped to number five, despite the Swiss player's dominance at the U.S. Open this week. Still, that, along with Apple's placements, indicate that offline events still drive online habits.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 New Tipp-Ex Hunter Shoots a Bear Buzzman 2,272,640 New Tipp-Ex: Hunter Shoots a Bear
2 New Apple A New Way to Nano TBWAChiatDay 1,355,895 New Apple: A New Way To Nano
3 3 Evian Live Young BETC Euro RSCG 1,056,703 +4% Evian: Live Young
4 4 Old Spice Responses Wieden & Kennedy 892,518 -8% Old Spice: Responses
5 1 Gillette & British Skin Foundation Roger Federer Trick Shot N/A 743,320 -55% Gillette & British Skin Foundation: Roger Federer Trick Shot
6 8 Blendtec Will It Blend? In-house 727,664 8% Blendtec: Will it Blend?
7 Back on Gillette A Mayne & His Razor ESPN CreativeWorks 670,820 Back on Gillette: A Mayne and His Razor
8 6 Old Spice Odor Blocker Wieden & Kennedy 616,804 -13% Old Spice: Odor Blocker
9 5 Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 612,293 -24% Old Spice: The Man Your Man Could Smell Like
10 New Apple IPod Touch All Kinds of Fun TBWAChiatDay 599,766 New Apple: iPod Touch All Kinds Of Fun
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