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%|
|2||4||Old Spice||Odor Blocker||Wieden & Kennedy||2,356,887||+59%|
|3||8||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||1,297,609||+45%|
|4||2||Nike||Write the Future||Wieden & Kennedy||1,027,723||-51%|
|5||Back on Chart||Evian||Live Young||BETC Euro RSCG||889,416||Back on Chart|
|7||1||Gillette||Perfect Length||Jack Morton||665,140||-74%|
|8||New||Geico||Really Save||The Martin Agency||639,330||New|
|9||6||Visa||Go Fans 2010 FIFA World Cup||TBWA/Chiat/Day||423,684||-55%|
|10||New||Old Spice||Where Freshness Smells From||Wieden & Kennedy||411,307||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.
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