NEW YORK (AdAge.com) -- Microsoft launched its much-ballyhooed OS Windows 7 last week, but it was Apple's counterpunch that drew the web views.
The latest installment in Apple's "Get a Mac" series, "Broken Promises," made its debut at No. 2 on the Ad Age Viral Video Chart with nearly 1.7 million views last week, pretty much blowing away Microsoft's "Windows 7 Was My Idea," which premiered at No. 7 on the list but drew nearly 1.2 million viewer views. Microsoft can take solace that it actually had two videos in the top 10, including list mainstay "Xbox Project Natal," which has spent 21 weeks in the top 10.
Turns out Apple took hits from two sides last week. Verizon's anti-iPhone spot promoting Motorola's new Google-powered phone, "Droid Does," came in at No. 4 in its first week on the list with nearly 1 million views. This has the makings of a true creative showdown, and we can all sit back and watch the fireworks from TBWA/Media Arts Lab (Apple), Crispin Porter & Bogusky/ Universal McCann (Microsoft) and McGarryBowen (Verizon).
Volkswagen's "The Fun Theory," a spot from DDB Sweden that joined the list for the first time last week, continues to resonate with viewers, unseating Evian's roller-skating babies from the No. 1 spot. An ongoing testament to a feel-good stunt-slash-social experiment, the spot raked in 2.4 million views last week, an 83% increase from its debut week on the list. We'll leave the theories for how this actually sells cars to the brighter minds in comments.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||2||Volkswagen||The Fun Theory||Tribal DDB||2,415,469||+83%|
|2||New||Apple||Get a Mac||TBWAMedia Arts Lab||1,684,955||New|
|3||1||Evian||Live Young||BETC Euro RSCG||1,233,204||-8%|
|5||3||DC Shoes||Ken Block's Gymkhana Two Project||Mad Media||560,864||+1%|
|6||6||Microsoft Xbox||Project Natal||World Famous||407,637||+1%|
|7||New||Microsoft||Windows 7 Was My Idea||Crispin, Porter & Bogusky; Universal McCann||363,198||New|
|8||Back on Chart||Durex||Get It On||Fitzgerald+CO; SuperFad||306,300||Back on Chart|
|9||8||T-Mobile||T-Mobile Dance||Saatchi & Saatchi, MediaCom||295,589||+20%|
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‚Ñ¢ 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.
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