Old Spice, Isaiah Mustafa Storm Viral Chart

Brilliant YouTube Responses to Ellen, Perez Hilton, Gizmodo and Our Own Creativity Online Drive Views

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NEW YORK (AdAge.com) -- Not often do we see a chart so dominated by one agency (Wieden & Kennedy) and one ad campaign (Old Spice). In fact, we've never seen it. But then, we also haven't seen a campaign that combines the humor and irony of "The Man Your Man Could Smell Like," with a brilliant stunt like having Isaiah Mustafa responding to blogger comments in person, including to our own Teressa Iezzi and Ann-Christine Diaz.

Old Spice and Wieden took four of 10 spots on the chart last week, including positions one through three, and amassed nearly 7 million views, not counting the more than 100 video responses Mustafa recorded for the likes of stormyweather21, thatpartylastnight, The Ellen Show, Pancake Humper and Gizmodo. Those videos started going up this week and will have a bigger impact on last week's totals, so expect an all-Old Spice chart then as well.

What's more, the Old Spice views appear to be organic based on their smooth growth curves, rather than a paid promotion, which usually results in viewer spikes, according to our friends at Visible Measures. Wieden also took No. 4 for Nike's "Write the Future," which hung on during the last week of the World Cup.

Aside from Old Spice and Nike, The Martin Agency landed former Viral Chart stalwart Geico back on the list at No. 8 with their amusing ad featuring Andres Cantor, Telemundo's (and formerly Univision's) legendary soccer play-by-play man. Like the Old Spice spots, Geico's is also running on TV. Here's the exuberant Cantor nearly having a coronary when Landon Donovan did something truly exciting, putting the U.S. over Algeria in stoppage time.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 3 Old Spice The Return of The Man Your Man Could Smell Like Wieden & Kennedy 2,867,465 +38% Old Spice: The Return of The Man Your Man Could Smell Like
2 4 Old Spice Odor Blocker Wieden & Kennedy 2,356,887 +59% Old Spice: Odor Blocker
3 8 Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 1,297,609 +45% Old Spice: The Man Your Man Could Smell Like
4 2 Nike Write the Future Wieden & Kennedy 1,027,723 -51% Nike: Write the Future
5 Back on Chart Evian Live Young BETC Euro RSCG 889,416 Back on Chart Evian: Live Young
6 9 Pepsi Oh Africa N/A 676,408 -19% Pepsi: Oh Africa
7 1 Gillette Perfect Length Jack Morton 665,140 -74% Gillette: Perfect Length
8 New Geico Really Save The Martin Agency 639,330 New Geico: Really Save
9 6 Visa Go Fans 2010 FIFA World Cup TBWA/Chiat/Day 423,684 -55% Visa: Go Fans 2010 FIFA World Cup
10 New Old Spice Where Freshness Smells From Wieden & Kennedy 411,307 New Old Spice: Where Freshness Smells From
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