NEW YORK (AdAge.com) -- A viral ad produced in Europe wasn't enough to win Volkswagen's business in the U.S., apparently.
Omnicom Group's DDB was just eliminated from the VW sweepstakes in the U.S., but DDB Stockholm and Tribal DDB's digital ad, part of its "The Fun Theory" campaign, debuted at No. 2 on Ad Age Viral Video Chart.
The ad has nothing to do with cars; instead, it shows what will happen if you convert a set of subway stairs into a larger-than-life piano, like the one Tom Hanks danced on in "Big." The result: Well, a lot more people chose fun over the escalator, which I guess is the point. It's a little more than your standard gimmick. It's a social experiment in the power of fun-to-drive behavior change. It's also only the second auto ad to make the chart, according to Matt Cutler, marketing VP at analytics firm Visible Measures. The other was for Kia Motors.
That video racked up more than 1.3 million views last week, just a hair behind Evian's dancing babies, which have spent 16 weeks in the No. 1 spot, an enduring testament to the power of cute and cuddly on the web. Other mainstays on the chart include Microsoft's "Project Natal" video, with 20 weeks on the chart, and T-Mobile's "Eyebrow Dance," which has spent 27 weeks (though not consecutive) on the chart.
The new breast cancer awareness spot, "Save The Boobs!," while incredibly unsubtle, debuted at No. 9 and seems destined to stay a while.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||Evian||Live Young||BETC Euro RSCG||1,346,480||+18%|
|2||New||Volkswagen||The Fun Theory||Tribal DDB||1,319,546||New|
|3||3||DC Shoes||Ken Block's Gymkhana Two Project||Mad Media||556,610||+6%|
|4||New||Shake Weight||Shake Weight For Men||N/A||468,136||New|
|5||Back on Chart||Shake Weight||Get a Shake Weight Now||N/A||423,168||Back on Chart|
|6||4||Microsoft Xbox||Project Natal||World Famous||405,334||-16%|
|7||7||Inspired Bicycles||Danny MacAskill Trials||N/A||317,884||+20%|
|8||8||T-Mobile||T-Mobile Dance||Saatchi & Saatchi, MediaCom||246,461||-1%|
|9||New||ReThink Breast Cancer||BoobyBall||RETHINK||241,109||New|
|10||New||Ray's Midbell Music||School Band Rap||Rhett & Link||197,281||New|
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.
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.