NEW YORK (AdAge.com) -- Muscle Milk's "Sexy Pilgrim" video, released the week before Turkey Day, took the top spot on this week's chart. The video, created by Pereira & O'Dell and aggressively seeded by Sharethrough, was the second-largest No. 1 debut to date, after the June debut of Carl's Jr.'s "How to Eat a Burger" campaign. Visible Measures, which compiles the chart, noted that while it was seeded across multiple video-sharing sites it was Metacafe that led the charge. It beat out Tillman, the skate-boarding dog, who stars in the Activision video and takes the No. 2 spot, despite an impressive 162% week-over-week jump.
Also new this week is Orbit's "Clean it Up" spot from Evolution Bureau (EVB), in collaboration with Sharethrough (one of four spots on the chart this company seeded). The fun little stop-motion spot features a paper ball and pair of lips, created by Chicago-based street artist Goons, that collaborate to clean up the sidewalk and a dusty old house.
Finally, in the No. 6 spot is a rather disturbing and gruesome video that also ran as a cinema ad. It aims to dissuade viewers from plane travel by equating the weight of greenhouse gasses generated during a typical European flight with polar bears dying and has certainly been received by mixed reviews on YouTube and Creativity-online.com.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Muscle Milk||Sexy Pilgrim||Pereira & O'Dell; Sharethrough||3,043,735||New|
|2||4||Activision||Tony Hawk Ride||Droga 5; Sharethrough||2,049,870||+162%|
|3||2||Evian||Live Young||BETC Euro RSCG||1,316,927||+18%|
|4||New||Orbit||Clean It Up||Evolution Bureau; Sharethrough||768,428||New|
|5||8||Cisco||Spam and Virus Blocker||Sharethrough||693,598||+36%|
|7||3||Volkswagen||The Fun Theory||Tribal DDB||560,613||-33%|
|8||9||DC Shoes||Gymkhana Two||Mad Media||494,329||-2%|
|9||10||Microsoft||Xbox Project Natal||World Famous||485,676||+10%|
|10||Back on Chart||Frito-Lay||A Woman's World||OMD, Juniper Park, Jam Media||422,339||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.