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Samsung Has a Love-Hate Relationship With Selfies: The Tale of Two Viral Campaigns

By Published on .

Samsung celebrates selfies in one of its viral video campaigns this week. The other one has a very different tone.
Samsung celebrates selfies in one of its viral video campaigns this week. The other one has a very different tone. Credit: Samsung via YouTube

While many cultures see public selfie-taking as a distracting, albeit innocent, act, Indian authorities are treating the growing trend with caution — and for good reason.

According to one study, the country accounted for more than half of deaths worldwide related to taking selfies. Samsung has responded by creating a video campaign that garnered over 22 million views in the seven days through Sunday and landed atop the Viral Video Chart for the second straight week.

The "Samsung Cares for a Safe India" spot shows a bloodied man lying face-down on the pavement. Next to him, a cracked phone shows a selfie of him biking. "The moments you hold so dear can disappear with one silly selfie," the onscreen text warns. The country's Minister for Road Transport and Highways then pleads Indians to use their mobile phones responsibly.

Seventy-six Indians died in the span of two-and-a-half years while taking selfies, accounting for more than half of the 127 selfie-related deaths worldwide, according to a study from Carnegie Mellon University and Indraprastha Institute of Information Delhi. Those numbers are alarming, and the findings have led to public warnings — including Samsung's ad — and even forced Mumbai police to mark off no-selfie zones after two people died in a selfie-related incident.

Other top video campaigns include Volvo Trucks' "The World's Largest Unboxing," which drew 7.6 million views, and 7UP's "Mix It Up a Little," featuring Sir Mix-a-Lot (of big butt lore), with nearly 7.3 million views. Our VCC, compiled by Visible Measures, includes both paid and organic views.

Samsung had a second spot, "Smart Switch," in the top ten, with just over 6 million views. The opening shot shows a woman taking a — you guessed it — selfie, while an upbeat song plays in the background. Eyes and mouth wide open, she leans toward the edge of a high-rise building, and the off-screen singer cheerfully declares, "For you, I nearly died."

In miniscule text across the bottom, Samsung issues a warning: "Professional stunt. Do not attempt."

Viral Video Chart
Powered by:
1
Samsung Cares for a Safe India
14.37%
Samsung
NA
Views this week: 22,519,217
Spot last week: 1
2
Amazon App
12.51%
Amazon
NA
Views this week: 12,463,199
Spot last week: 5
3
The World's Largest Unboxing
-23.96%
Volvo Trucks
Forsman & Bodenfors
Views this week: 7,605,628
Spot last week: 6
4
Mix It Up A Little
NEW
7UP
Deutsch
Views this week: 7,276,457
Spot last week: NEW
5
Wimbledon
NEW
Rolex
NA
Views this week: 6,720,834
Spot last week: NEW
6
Tambour Horizon Connected Watch
-64.58%
Louis Vuitton
NA
Views this week: 6,638,293
Spot last week: 2
7
Smart Switch
-34.55%
Samsung
NA
Views this week: 6,085,332
Spot last week: 7
8
DIY Pool
NEW
Chubbies
NA
Views this week: 5,833,622
Spot last week: NEW
9
Running of the Bulldogs
NEW
GEICO
NA
Views this week: 4,848,067
Spot last week: NEW
10
Who Are The Homoschlepiens?
-66.97%
SodaStream
Who Are The Homoschlepiens?
Views this week: 4,517,878
Spot last week: 3
Source: Visible Measures

Ad Age's Viral Video Chart, powered by Visible Measures, focuses on brand-driven social video ad campaigns. Each campaign is measured by True Reach, an MRC accredited metric that includes views from brand-driven and audience-driven social video clips. The data are compiled using the patented Visible Measures platform, a constantly growing repository of analytic data on hundreds of millions of videos tracked across hundreds of online video destinations.

Note: This analysis includes all publicly available video views on branded video content. This chart does not include movie trailers, video game campaigns, TV show, or television network promotions. View counts are incremental by week.

**Indicates percent change in views compared with the same period the week before.

To notify Visible Measures of an upcoming social video ad campaign, please contact Visible Measures directly.


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