It looks like SmartWater's attempt to go viral by spoofing other viral videos paid off.
The marketer's clip, starring Jennifer Aniston, debuts at the top of this week's Ad Age Viral Video chart with 7.5 million views. The clip features Ms. Aniston trotting out every possible gimmick, from dancing babies to double rainbows to a slow-motion shot of SmartWater dribbling down her famous chin.
The clip got lots of organic pickup thanks to coverage from top blogs like Mashable and Huffington Post. The latter titled its post "Jen Aniston Sex Tape," which probably gave the video a healthy boost in search optimization, too. (Full disclosure: Ad Age's Viral Video Chart partner, Visible Measures, advised the brand on the campaign's planning and measurement.)
Also entering the chart at No. 2 is another celeb-enhanced ad from U.K. nonprofit We Are Equals, which tapped Daniel Craig to reprise his James Bond portrayal for a cheeky International Women's Day clip. Judi Dench, who narrates as her long-running 007 character, M, gives Craig's Bond an intriguing assignment: What would it be like to be a woman for a day? Craig's surprise cross-dressing surely helped the clip get lots of pass-around on Facebook, which drove the majority of the campaign's traffic. Interestingly, this also marked the first time James Bond had ever been directed by a female ("Nowhere Boy" director Sam Taylor Wood). Another PSA, Equal Pay Day's "Satisfaction," debuted at No. 10 by spoofing the already heavily sexualized Benny Benassi music video.
At No. 3, Subaru's year-old "Dog Tested. Dog Approved" campaign continues to see a resurgence thanks to a new spot that debuted a few weeks ago. Animals also helped milk marketer Cravendale gain stay on the chart as Wieden & Kennedy's "Cats With Thumbs" clip adds an additional 815,000 views to its total this week.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Smartwater||Jen Aniston Goes Viral||Zambezi||7,537,096||New|
|2||New||WeAreEquals||International Women's Day||N/A||1,670,001||New|
|3||10||Subaru||Dog Tested. Dog Approved||Carmichael Lynch||1,075,512||+53%|
|4||4||Apple||Introducing iPad 2||N/A||976,357||-17%|
|6||3||Old Spice||Old Spice Man is Back||Wieden & Kennedy||913,064||-26%|
|7||7||Evian||Live Young||BETC Euro RSCG||863,638||-6%|
|8||5||Cravendale||Cats with Thumbs||Wieden & Kennedy||815,462||-27%|
|9||9||Blendtec||Will It Blend?||In-house||700,827||-5%|
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.