NEW YORK (AdAge.com) -- Last week Wieden & Kennedy's ad for Old Spice, "The Man Your Man Could Smell Like," made the chart for the first time, and we wondered if it would have staying power. This week, our answer: Yes, the video toppled Doritos and took the top slot with more than 2.1 million views.
Two weeks ago, the Super Bowl stormed the viral chart; this week, only three of its ads remain: Doritos, E-Trade and Bud Light. Joining them are two spots tied to the Winter Olympics, Visa's "Go World" and Tourism British Columbia's ad with Michael J. Fox, Kim Cattrall and others.
Judging from the list, a mix of declining Super Bowl and Olympics ads and much older viral campaigns from Microsoft and Evian, now would be a good time to break through the clutter. Axe's "Clean Your Ball" is showing some staying power, and it landed back on the chart as Super Bowl ads dropped off, but that's just the beginning of it. Not counted in Axe's numbers are all the 15- and 30-second versions BBH created for paid in-stream placements.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||2||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||2,145,452||+29%|
|2||1||Doritos||Crash the Super Bowl 2010||Goodby, Silverstein & Partners||1,640,574||-66%|
|3||4||Evian||Live Young||BETC Euro RSCG||1,096,201||-11%|
|4||Back on Chart||Sussex Safer Roads Partnership||Embrace Life||Director: Daniel Cox||629,103||Back on Chart|
|5||Back on Chart||Axe||Clean Your Balls||BBH||609,584||Back on Chart|
|7||3||E-Trade||E-Trade Super Bowl 2010||Grey||538,331||-61%|
|8||8||Bud Light||Bud Light Super Bowl 2010||Cannonball; DDB; Palm & Havas; Momentum||491,377||-10%|
|9||New||Tourism British Columbia||Super, Natural British Columbia||Cossette West||474,591||New|
|10||10||Microsoft||Xbox Project Natal||World Famous||450,903||+10%|
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.