Gillette, Not the Best Ads a Man Can Get

Mullets and Skin Mar the List, So Instead, We Offer Gary Shteyngart

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NEW YORK (AdAge.com) -- Cynicism runs amok among our hallowed list this week. And the biggest culprit of that kind of audience distrust is none other than Gillette. The razor maker owns the top spot with last week's debut video, "Perfect Length," as well as this week's No. 5 slot, newcomer "Young Guns," which drew over 3.7 million views combined.

The new video uses as its central gimmick the mullet, which became a satirical flash point some two decades ago. Agency BBDO is thereby responsible for both being behind the times and unimaginative. But Gillette is still the bigger perpetrator for paying money to have these spots produced and then approving them and sending them off into the wilds of the internet to propagate such lifeless, uninspired fare.

What else? Oh, yes, the body wash Lynx debuted this week at No. 7, with a video featuring British actress and lad mag regular Jessica Jane Clement, whose presence seems to be the only reason for the video in the first place. The rest of the spot is elliptical and nonsensical. In a word, irrelevant.

The rest of our list shows the usual suspects from recent weeks, and Nike's "Write the Future" actually ascended into second place from fourth last week. The World Cup continues its reign.

But we will leave you with a link to what in our opinion is perhaps one of the most inspired pieces of satirical magic we've seen in many, many a week. Novelist Gary Shteyngart reaches out to the web with a bit of video brilliance for his forthcoming book "Super Sad True Love Story" out on July 27 from Random House. In it, Mr. Shteyngart, who was recently named to New Yorker magazine's "20 Under 40" list, mocks the marketing process as well as the supposed staples of the literary scene, namely the cocktail party. Jay McInerney, Mary Gaitskill and James Franco make appearances, but it's Mr. Shteyngart who shines.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 1 Gillette Perfect Length Jack Morton 2,535,572 -7% Gillette: Perfect Length
2 4 Nike Write the Future Wieden & Kennedy 2,085,045 27% Nike: Write the Future
3 New Old Spice The Return of The Man Your Man Could Smell Like Wieden & Kennedy 2,079,916 New Old Spice: The Return of The Man Your Man Could Smell Like
4 Back on Chart Old Spice Odor Blocker Wieden & Kennedy 1,477,705 Back on Chart Old Spice: Odor Blocker
5 New Gillette Young Guns BBDO 1,259,372 New Gillette: Young Guns
6 3 Visa Go Fans 2010 FIFA World Cup TBWA/Chiat/Day 931,304 -49% Visa: Go Fans 2010 FIFA World Cup
7 New Lynx Rise Wake Up Calls N/A 899,699 New Lynx: Rise Wake Up Calls
8 Back on Chart Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 894,603 Back on Chart Old Spice: The Man Your Man Could Smell Like
9 7 Pepsi Oh Africa N/A 839,780 -16% Pepsi: Oh Africa
10 9 Microsoft Xbox Project Natal World Famous 554,282 -16% Microsoft: Xbox Project Natal
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