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Lampoon Ads Fuel Wieden's Tiger Spot

Agency Holds Three of Four Top Viral Chart Slots With Old Spice and Tiger Woods

By Published on . 2

NEW YORK (AdAge.com) -- Wieden & Kennedy held on to three of the top four spots last week, with its Tiger Woods ad for Nike firmly in second place. A closer look, however, reveals that of the 2.3 million Tiger views for the week, 1.3 million or 60% were for the derivative, or lampoon ads.

More surprisingly, this percentage is a rise over the life of the campaign. Of the 11.2 million total Tiger views so far, 5.7 million or 51% were parodies, which means the spoofs are driving the views. Simply put, it's more fun to watch people making fun of Tiger than it is to watch, well, Tiger.

It also shows that while a video that goes viral can give you reach, it often means the message gets changed along the way. Indeed, that's part of Nike's strategy, as Nike VP of digital Stefan Olander explained in a post Thursday on YouTube's Biz Blog: "Imitation is the sincerest form of flattery. We love when people engage and participate in the storytelling. Any confident brand should be."

Nike (and Wieden) may fare better next week if this clip makes the charts. The rest of the ads are either hold-overs or ads making a return to the list. One exception is No. 7 for Nitro Boats, which benefited from TV promotion on Outdoor Channel.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 1 Old Spice Odor Blocker Wieden & Kennedy 3,327,366 -54% Old Spice: Odor Blocker
2 2 Nike Earl and Tiger Wieden & Kennedy 2,305,863 -64% Nike: Earl and Tiger
3 3 Evian Live Young BETC Euro RSCG 1,238,960 -24% Evian: Live Young
4 4 Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 864,799 -40% Old Spice: The Man Your Man Could Smell Like
5 8 Microsoft Xbox Project Natal World Famous 538,271 -24% Microsoft: Xbox Project Natal
6 9 Pepsi Oh Africa N/A 519,446 +2% Pepsi: Oh Africa
7 New Nitro Boats Boat vs. Girlfriend N/A 487,590 New Nitro Boats: Boat vs. Girlfriend
8 Back on Chart Sussex Safer Roads Partnership Embrace Life Director: Daniel Cox 402,033 Back on Chart Sussex Safer Roads Partnership: Embrace Life
9 5 E-Trade E-Trade Super Bowl 2010 Grey 373,879 -71% E-Trade: Super Bowl 2010
10 10 DC Shoes Gymkhana Two Mad Media 371,644 -19% DC Shoes: Ken Block's Gymkhana Two Project
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