Lego Takes Video Highbrow, While Axe Drags It Back to Earth

What People Watched the Week of Jan. 11, 2010

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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% Evian: Live Young
2 New LEGO LEGO CL!CK Pereira & O'Dell, Sharethrough 876,897 New LEGO: LEGO CL!CK
3 New Ray-Ban Never Hide Face Tattoo Cutwater 845,258 New Ray-Ban: Never Hide Face Tattoo
4 2 Microsoft Xbox Project Natal World Famous 752,160 -15% Microsoft: Xbox Project Natal
5 5 DC Shoes Gymkhana Two Mad Media 572,523 -18% DC Shoes: Ken Block's Gymkhana Two Project
6 New Coca-Cola Happiness Machine Definition6 417,568 New Coca-Cola: Happiness Machine
7 New Nokia John & Kylie's Roadtrip Isobar 409,551 New Nokia: John & Kylie's Roadtrip
8 New Axe Cleans Your Balls BBH 375,248 New Axe: Cleans Your Balls
9 10 Volkswagen The Fun Theory DDB 298,736 +24% Volkswagen: The Fun Theory
10 6 Inspired Bicycles Danny MacAskill Trials N/A 298,075 -32% Danny MacAskill Trials
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