Social reform dominated the Viral Video chart as Dove's gentle spot on inner beauty edged out Reprieve's humanitarian ad about Guantanamo Bay for the No. 1 spot.
Dove teams up once again with Ogilvy & Mather for its latest campaign, "Camera Shy," which juxtaposes grown women who hide from the camera versus young girls who adore camera attention. "When did you stop thinking you were beautiful?" asks the spot, a thematic step that is in line with Dove's previous messages. The campaign has five related clips, which combined for a collective 10.2 million views for the week, according to Visible Measures.
With 13.5 million cumulative views since its debut, it appears "Camera Shy" is poised to take the route of its popular predecessors, "Evolution" and "Real Beauty Sketches." "Evolution" from Ogilvy & Mather ranks No. 6 on Ad Age's list of top ten viral ads of all time, and has gleaned 52.3 million views since its 2006 debut. "Real Beauty Sketches" is at 46.7 million all-time views, according to Visible Measures.
At No. 2 on the chart was Reprieve's "Standard Operating Procedure," a disconcerting spot that stars Mos Def as Yasiin Bey. In the five-minute video, he plays a Guantanamo Bay inmate who is chained and force-fed, following standard Guantanamo Bay procedure when inmates are on hunger strikes. Viewers called the spot hard to watch and terrifying as it racked up 5.2 million views.