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|
|2||Back on Chart||Toshiba||Armchair Viewing Refined||Grey||1,114,357||Back on Chart|
|3||2||Evian||Live Young||BETC Euro RSCG||1,054,576||-3%|
|4||New||Old Spice||Odor Blocker||Wieden & Kennedy||919,097||New|
|5||5||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||651,706||+24%|
|6||7||Sussex Safer Roads Partnership||Embrace Life||Director: Daniel Cox||495,991||+2%|
|7||6||Microsoft||Xbox Project Natal||World Famous||452,785||-7%|
|8||3||Muscle Milk||Spring Break It Down||Pereira & O'Dell; Sharethrough||397,478||-45%|
|9||9||Doritos||Crash the Super Bowl 2010||Goodby, Silverstein & Partners||386,222||+1%|
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.