Gillette Finds Its Mayne Man for Web Video

Clever Seeding on Sites for Guys Puts Kenny Mayne Over Isaiah Mustafa

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NEW YORK (AdAge.com) -- Want a No. 1 video on Ad Age's Viral Video Chart? Not a bad idea to launch it in August when people are doing things away from their computers and, well, the competition is thin.

Low overall viewing numbers helped Gillette's latest campaign, "A Mayne and His Razor," burst to the top of the chart last week. The ad is part of a series of humorous spots starring ESPN analyst Kenny Mayne and a host of other ESPN personalities such as radio hosts Mike Golic and Mike Greenberg aka "Mike & Mike In The Morning."

ESPN CreativeWorks made five "Mayne" spots, which ran on ESPN.com and ESPN3.com (as well as once on TV), but the videos were also cleverly seeded on guy-oriented video sites like Break.com and DailyMotion's Mag.ma. Disclosure: Visible Measures, which provides the data for this chart, advised Gillette on distribution.

The campaign drew 2.5 million views last week, easing ahead of Old Spice's Isaiah Mustafa, whose customized "Responses" dropped another 31% from the prior week. It should be noted that most returning campaigns were down significantly from the week before, including Burger King's Tony Stewart spot, Blendtec's destruction of an iPad and all versions of the Old Spice campaign.

Gillette's female-oriented spot, "Perfect Length," also rejoined the chart at No. 10. And while Nike is no stranger to the chart, this time FootLocker joined with some help from YouTube stars Shay Carl and Kassem G for "Food Fight."

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 New Gillette A Mayne & His Razor ESPN CreativeWorks 2,507,228 New Gillette: A Mayne & His Razor
2 1 Old Spice Responses Wieden & Kennedy 1,437,296 -31% Old Spice: Responses
3 2 Burger King Tony Stewart Crispin Porter & Bogusky; Mindshare 1,265,351 -33% Burger King: Tony Stewart
4 8 Evian Live Young BETC Euro RSCG 916,291 -1% Evian: Live Young
5 7 Old Spice Odor Blocker Wieden & Kennedy 859,218 -9% Old Spice: Odor Blocker
6 5 Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 858,800 -23% Old Spice: The Man Your Man Could Smell Like
7 New Foot Locker Food Fight Maker Studios, Sapient Nitro 802,813 New Foot Locker: Food Fight
8 6 Old Spice The Return of The Man Your Man Could Smell Like Wieden & Kennedy 787,689 -28% Old Spice: The Return of The Man Your Man Could Smell Like
9 4 Blendtec Will it Blend? In-house 767,369 -48% Blendtec: Will it Blend?
10 Back on Chart Gillette Perfect Length Jack Morton 761,584 Back on Chart Gillette: Perfect Length
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