NEW YORK (AdAge.com) -- Nike isn't an official World Cup sponsor, but its three-minute "Write the Future" video broke the record for the biggest audience in the first week of a campaign with 7.8 million views. That record, incidentally, was by another Nike ad: the somber and strange "Earl and Tiger" ad, which debuted earlier this year with 6.3 million views in its first week.
Nike's World Cup ad started a cast of international soccer stars including Didier Drogba, Wayne Rooney, Franck Ribery and Christiano Ronald. (Mr. Rooney is shown a future living in a trailer if he fails to catch Mr. Ribery steaming toward England's goal.) As the chart from Visible Measures shows, the video truly has international appeal.
Interestingly, Pepsi also is not an official World Cup sponsor, but its "Oh Africa" has spent seven weeks on the Viral Chart.
YouTube is the platform that makes video powerful for viral ads like Nike's, so fitting on the week of its 5th birthday, YouTube landed its own ad on the chart, "YouTube Turns Five." Seven of the entrants this week are chart veterans, including Toyota, Old Spice, Evian, Gillette and Microsoft.
No. 10 is another newcomer, Canada's Fortnight Lingerie, with an example of an ad you probably wouldn't see on TV. It's almost not-safe-for-work content is excused somewhat by a public service in the form of a refresher course on CPR.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Nike||Write the Future||Wieden & Kennedy||7,823,459||New|
|2||1||Toyota||The Sienna Family||Saatchi & Saatchi||1,633,628||+14%|
|3||3||Evian||Live Young||BETC Euro RSCG||1,040,002||-5%|
|5||2||Gillette||Uncut||Greenlight Media & Marketing||903,844||-35%|
|6||New||YouTube||YouTube Turns 5||N/A||599,434||New|
|7||5||Old Spice||Odor Blocker||Wieden & Kennedy||579,858||-34%|
|8||Back on Chart||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||471,835||Back on Chart|
|9||10||Microsoft||Xbox Project Natal||World Famous||471,311||-10%|
|10||New||Fortnight Lingerie||Super Sexy CPR||Red Urban||441,593||New|
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.