Heineken Shows Web Correct Way to Enter a Party

New Wieden & Kennedy Campaign Owes Much to Dos Equis' 'Most Interesting Man'

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NEW YORK (AdAge.com) -- The "Most Interesting Man in the World" has met his match. Well, not really (that's impossible) but Heineken's "The Entrance" is the cornerstone of a new web campaign from Weiden & Kennedy that topped the Viral Chart last week with more than 2 million views.

The 90-second video, featuring a man with over-the-top timing and grace, is supported by several others that give humorous back stories to the scene: "Kung Fu Comback," "The Man with the Eye Patch," "The Perfect Gift" ... you get the idea.

Also new to the chart is another spot, or more accurately a mini-movie, for Lego called "Brick Thief," a sequel of sorts to "Lego Cl!ck" launched almost exactly a year ago, and also created by Pereira & O' Dell. Maybe it's me, but these videos seem incredibly high-budget for something made for the web, a sign of the growing importance of this kind of brand marketing.

The third newcomer was National Geographic Magazine's "7 Billion," a three-minute video promoting a year-long project on global population growth.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 New Heineken The Entrance Wieden & Kennedy 2,084,195 New Heineken: The Entrance
2 3 Evian Live Young BETC Euro RSCG 937,519 +2% Evian: Live Young
3 1 Excentric The Digital Story of the Nativity N/A 866,465 -61% Excentric: The Digital Story of the Nativity
4 5 DC Shoes Gymkhana Three In-house 851,019 +64% DC Shoes: Gymkhana Three
5 New Lego Brick Thief Pereira O' Dell 746,243 New Lego: Brick Thief
6 4 Blendtec Will it Blend? In-House 734,789 -5% Blendtec: Will it Blend?
7 2 Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 726,548 -36% Old Spice: The Man Your Man Could Smell Like
8 6 Old Spice Responses Wieden & Kennedy 599,475 -13% Old Spice: Responses
9 New National Geographic 7 Billion N/A 502,377 New National Geographic: 7 Billion
10 10 DC Shoes Gymkhana Two In-house 491,490 -5% DC Shoes: Gymkhana Two
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