NEW YORK (AdAge.com) -- New additions to this week's top 10 represented three basic genres of web video: the arty, long form ad; the unbelievable stunt; and, always a stalwart, the over-the-top sexual innuendo-fest.
At No. 2 is a new ad from Lego, a first for both the company and the toy industry as a segment. With just under a million views last week, the spot is a relatively long, elaborate stop-motion exploration of the sources of ideas and inspiration. It manages to have an art-house look and playful feel at the same time.
At No. 3, RayBan is back, but this time the guy isn't catching sunglasses on his face, he's getting them tattooed there, or at least that's what we're asked to believe. The spot, part of RayBan's Never Hide campaign, racked up 845,000 views last week, according to Visible Measures. So viewers loved it, but one still has to wonder: Are any of them buying RayBans?
We should mention Coca-Cola's cute "Happiness Machine" spot, a purported public stunt on campus with a vending machine that hands out free Cokes, then flowers and a pizza to baffled/amused students. It's Coke's second video to make the list.
Finally, we give you the latest in sophisticated adult humor from Axe's "ball detailer." We had nothing to say about this spot when we first noticed it last week, and we have nothing more to say about it now, except to note that Axe managed to get Jaime Pressley of "My Name Is Earl" fame to play along.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||Evian||Live Young||BETC Euro RSCG||1,290,069||-8%|
|2||New||LEGO||LEGO CL!CK||Pereira & O'Dell, Sharethrough||876,897||New|
|3||New||Ray-Ban||Never Hide Face Tattoo||Cutwater||845,258||New|
|4||2||Microsoft||Xbox Project Natal||World Famous||752,160||-15%|
|5||5||DC Shoes||Gymkhana Two||Mad Media||572,523||-18%|
|7||New||Nokia||John & Kylie's Roadtrip||Isobar||409,551||New|
|8||New||Axe||Cleans Your Balls||BBH||375,248||New|
|9||10||Volkswagen||The Fun Theory||DDB||298,736||+24%|
|10||6||Inspired Bicycles||Danny MacAskill Trials||N/A||298,075||-32%|
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.