NEW YORK (AdAge.com) -- Yep, it's still true: Cute and cuddly always work on the web. Need more proof? Evian's rollerskating babies added another 12 million views last week to top the viral-ad chart, just 14% fewer than its prior record-breaking performance. And, as Visible Measures points out, this is the English version only. A French-language version added yet another million views.
New to the top 10 this week is "A Different Ending," a PSA from the U.K.'s antiviolence campaign, Droptheweapons.org. Savvy YouTube "stars" have long used choose-your-own-adventure-style video narratives to tell video stories, and now YouTube is enabling the form with call-to-action overlays that allow viewers to click and choose their next move. Put yourself in the shoes of a would-be hooligan. Take the knife or don't take the knife? You decide.
Microsoft is showing lasting strength as well, with three videos on the list, including "Project Natal," an ad for the gesture-controlled Xbox, which moved up from No. 3 to No. 2; and newcomer "Office 2010: The Movie" (No. 3). Dropping off the list was the gross-out "Browse Better" video, but jumping back in after a 13-week hiatus was Microsoft's "Laptop Hunters." Why? We suspect the controversy over Microsoft Chief Operating Officer Kevin Turner's claim that Apple called Microsoft to demand that they stop running the ad. "It was," he said, "the greatest single phone call that I have ever taken in the business."
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||Evian||Live Young||BETC Euro RSCG||11,975,033||-14%|
|2||3||Microsoft Xbox||Project Natal||World Famous||796,752||+25%|
|3||5||Microsoft Office||Microsoft Office 2010: The Movie||Traffik||465,005||-8%|
|4||2||Air New Zealand||Nothing to Hide||.99 Auckland||464,428||-82%|
|5||4||DC Shoes||Ken Block's Gymkhana Two Project||Mad Media||463,600||-11%|
|A Different Ending||MCBD, Mediacom||369,081||New|
|8||8||Olympus||The PEN Story||DSG||284,689||-40%|
|9||10||Carl's Jr.||How to Eat a Burger (Portobello Mushroom Six Dollar Burger)||Initiative, Mendelsohn Zien||231,290||-19%|
|10||Back on Chart||Microsoft||Laptop Hunters||Crispin Porter & Bogusky||226,781||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.
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