Nestle Taps D-List Stars for Viral Ad

Sir Mix-a-Lot? Erik Estrada? Lou Ferrigno? Really?

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NEW YORK (AdAge.com) -- Tired tactics seem to rule the viral domain these days. Lane Bryant's reject-stunt ad holds the top spot again this week, but newcomer Nestle came in strong at No. 3 with a yet more derivative device: the D-list celebrity.

The candy company's "Butterfinger Defense League" video features an uninspired re-tread of Sir Mix-a-Lot's 1992 hit, "Baby Got Back," along with Sir Mix-a-Lot himself massaging '90s-era turntables. It doesn't stop there. Produced by Threshold Interactive, Zenith Optimedia and Sharethrough, the video features '70s superstars Erik Estrada and Lou Ferrigno working their hair and pecs, respectively, and has generated over 1.3 million views in less than a week. Celebrity -- any kind of celebrity -- sells.

Sony, another newcomer to the list, generated a respectable 500,000 views helped by current country queen Taylor Swift. But instead of pushing its forthcoming 3-D TVs or OLED smartphone, the gadget gods decided to hawk its panoramic digital camera instead. Note to Sony: Next time, show us the cool stuff.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 1 Lane Bryant So Not What Mom Would Wear N/A 2,882,618 +24% Lane Bryant: So Not What Mom Would Wear
2 2 Old Spice Odor Blocker Wieden & Kennedy 1,660,292 -7% Old Spice: Odor Blocker
3 New Nestle The Butterfinger Defense League Threshold Interactive; Zenith Optimedia; Sharethrough 1,333,994 New Nestle: The Butterfinger Defense League
4 3 Evian Live Young BETC Euro RSCG 994,958 -7% Evian: Live Young
5 5 Pepsi Oh Africa N/A 578,852 +4% Pepsi: Oh Africa
6 4 Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 543,108 -12% Old Spice: The Man Your Man Could Smell Like
7 New Sony Cyber Shot DSC TX 7 N/A 540,358 New Sony: Cyber Shot DSC TX 7
8 9 Sussex Safer Roads Partnership Embrace Life Director: Daniel Cox 442,901 +13% Sussex Safer Roads Partnership: Embrace Life
9 7 Microsoft Xbox Project Natal World Famous 429,216 -8% Microsoft: Xbox Project Natal
10 10 DC Shoes Gymkhana Two Mad Media 338,757 -10% DC Shoes: Ken Block's Gymkhana Two Project
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