NEW YORK (AdAge.com) -- Now that we are all back from the holidays, making resolutions on our efficiency and work ethic, it's fitting that a Mercedes-Benz video entered our video chart this week, featuring two Formula One drivers racing along on the side of a snow-covered mountain. Even for those of us, like me, who don't follow the sport, the video makes its point with one car getting in front of another as the speedier driver shakes his head saying, "I knew it! Sunday driver," only to be cut off by a third car, a woman in a Mercedes SUV shaking her own head saying, "I knew it, senior citizen." For those who do follow Formula One rivalries, the "senior citizen" is Mika Hakkinen and the "Sunday driver" driver is Michael Schumacher -- two racing legends who famously battled each other in the 1990s.
Mtn Dew entered the chart with a similar move -- the commercial works whether you know the celebrity who is in it or not. The difference? This video was not made for TV. For "Curb Your Enthusiasm" fans, JB Smoove is a proven funny man, appearing on the show as Leon Black, Larry David's very flawed misadventure guide and housemate. The premise of the video is Mr. Smoove conducting a focus group about Mtn Dew's White Out drink in a candid-camera-style shoot where the participants don't appear to know that they are on camera.
Last week's incredible "Digital Nativity" video is still on the chart, but due to its holiday theme, interest dropped by 76% -- the biggest drop on the chart. And amazingly, Old Spice had a resurgence this week getting back into second and sixth place. The Man Your Man Could Smell Like has a hold on pop culture and just wont let go.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||Excentric||The Digital Story of the Nativity||N/A||2,218,296||-76%|
|2||Back on Chart||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||1,141,895||Back on Chart|
|3||6||Evian||Live Young||BETC Euro RSCG||921,150||-13%|
|4||10||Blendtec||Will it Blend?||In-House||771,420||-4%|
|5||4||DC Shoes||Gymkhana Three||In-house||702,424||-59%|
|6||Back on Chart||Old Spice||Responses||Wieden & Kennedy||692,383||Back on Chart|
|7||New||Mercedes-Benz||Sunday Driver||Jung von Matt/Neckar||630,497||New|
|8||3||Demo Slam||Google Creative Labs; Johannes Leonardo||621,891||-65%|
|9||New||Mountain Dew White Out||Focus Group||In-house||540,718||New|
|10||Back on Chart||DC Shoes||Gymkhana Two||In-house||517,893||Back on Chart|
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.