Old Spice, Wieden 'Flex' Viral Muscles

The Duo Land Two Campaigns on the Chart, While Toshiba's Back With an Other-Worldly Stunt

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NEW YORK (AdAge.com) -- It's official: Old Spice and agency Wieden & Kennedy really do get the web. This week a new Old Spice campaign "Odor Blocker" joins the "Your Man" TV ad that has been hanging around the chart for the past few weeks. The campaign consists of three different creatives with "Flex" performing the best of the three.

Both Old Spice campaigns combined for more than 1.5 million views last week. We'll go out on a limb here and bet that another Wieden effort, "Earl and Tiger," will find its way onto the chart next week.

The second new entry is Toshiba's "Armchair Viewing Redefined," which actually made a cameo on the chart last fall. The ad had more than 1.1 million views last week, with more than 90% of views coming from a single YouTube placement, which typically indicates some kind of paid promotion behind it.

One other spot of note is a public service announcement "Embrace Life" that has been a consistent chart performer. From the Sussex Safer Roads Partnership and director Daniel Cox, you will not see a more moving reminder of what's at stake behind the wheel.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 1 Doritos Viralocity BBDO/
Proximity Canada
1,334,848 -12% Doritos: Viralocity
2 Back on Chart Toshiba Armchair Viewing Refined Grey 1,114,357 Back on Chart Toshiba: Armchair Viewing Refined
3 2 Evian Live Young BETC Euro RSCG 1,054,576 -3% Evian: Live Young
4 New Old Spice Odor Blocker Wieden & Kennedy 919,097 New Old Spice: Odor Blocker
5 5 Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 651,706 +24% Old Spice: The Man Your Man Could Smell Like
6 7 Sussex Safer Roads Partnership Embrace Life Director: Daniel Cox 495,991 +2% Sussex Safer Roads Partnership: Embrace Life
7 6 Microsoft Xbox Project Natal World Famous 452,785 -7% Microsoft: Xbox Project Natal
8 3 Muscle Milk Spring Break It Down Pereira & O'Dell; Sharethrough 397,478 -45% Muscle Milk: Spring Break It Down
9 9 Doritos Crash the Super Bowl 2010 Goodby, Silverstein & Partners 386,222 +1% Doritos: Crash the Super Bowl 2010
10 8 Pepsi Oh Africa N/A 363,777 -25% Pepsi: Oh Africa
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