Think its impossible to tell a story in 15 seconds? Well, the National Highway Traffic Safety Administration just proved you wrong.
The NHTSA video takes a browser-friendly 15 seconds to show just what's possible when you spend 3 seconds fastening a seat belt, a message that garnered 2.6 million views last week. In an effort to reach millennials, the NHTSA also hired YouTube talents Rhett and Link for an anti-texting and driving campaign, and is planning an aggressive $8.5 million effort to reach the younger demographic via TV, social media and Buzzfeed, among other channels.
Another brand that debuts on the chart this week is Orbit with its famous "Break Up" campaign featuring comedian Sarah Silverman and a clingy walking-and-talking coffee cup that highlights the split with lingering food. While the spot was launched back in March, in just the last week, it attracted over 1.9 million views, according to Visible Measures.