NEW YORK (AdAge.com) -- Two new additions to the Viral Chart this week are both shining examples of what makes the web -- and advertising on the web -- truly great.
Conan O' Brien's brilliant American Express ad -- the one where he travels to India to make his own silk curtains -- debuted on the chart at No. 2 last week, riding a wave of Conan-mania following his TBS premiere. There were two ads in the campaign, one an abbreviated version. Interestingly, the largest number of the more than 1.3 million views accrued to the longer, two-minute version posted in the chart below.
Considerably lower-brow but almost as awesome is Rupert Murdoch's Sun Newspaper's parody of Old Spice's "The Man Your Man Could Smell Like Campaign." This one covers all the bases when it comes to appealing to the most Pavlovian male response mechanisms: coconuts turn to game tickets, which turn to beers. Naturally the spot -- an ad for the Sun's infamous Page 3 -- is called "The Woman You'd Love Your Woman to Be Like," and that was good for nearly 1.3 million views last week.
Otherwise returning to the chart this week are consistent chart regulars: Nike, DC Shoes, T-Mobile, Blendtec and Microsoft, with spots for Xbox and Windows Phone. Gillette also returned to the chart at No. 2 thanks to some major paid promotion. How do we know? Visible Measures told us so, and they're advising the campaign.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||Nike||LeBron Rise||Wieden & Kennedy||2,366,113||-36%|
|2||Back on Chart||Gillette||Perfect Length||Jack Morton||2,147,375||Back on Chart|
|3||New||American Express||Conan O' Brien||Ogilvy & Mather||1,307,924||New|
|4||New||The Sun Newspaper||The Woman You'd Love Your Woman to Be Like||N/A||1,293,710||New|
|5||2||T-Mobile||Welcome Back||Saatchi & Saatchi||1,111,680||-47%|
|6||5||Evian||Live Young||BETC Euro RSCG||911,033||+8%|
|7||Back on Chart||Microsoft||Windows Phone 7||Crispin, Porter & Bogusky; Universal McCann||849,476||Back on Chart|
|8||4||DC Shoes||Gymkhana Three||In-house||809,762||-5%|
|9||6||Blendtec||Will It Blend?||In-house||717,502||+6%|
|10||Back on Chart||Microsoft||Xbox Project Natal||World Famous||702,716||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.