NEW YORK (AdAge.com) -- I'm a little surprised it took Levi's excellent "Walk Across America" this long to appear on the Viral Video Chart given press attention and pass-around its received over the past few weeks. The video debuted on the web in July and seemed to generate a good bit of buzz, but maybe that's just my Twitter feed talking.
The video was created from 2,770 individual still photos by director Sam Griffith, producers Blake Heal, Peter Cote and actor/model Michael Johnson. And while Johnson didn't really walk across the U.S., the crew did drive across over 14 days (here's the route) shooting Johnson's steps along the way. In addition to the ad itself, the creators posted a making-of video, which has received hundreds of thousands of views. Biggest challenge: "living on an RV for two weeks with six other dudes."
"Walk Across America" has been watched 3 million times since it was posted July 20, and 1.5 million times last week, according to Visible Measures, allowing it to push aside some Old Spice videos into the No. 2 spot. Those Old Spice videos are still hanging on, by the way, even though their collective audience dropped again by about half.
Another debut on the chart this week is from Kia Motors, whose "A New Way to Roll" saw about a million views last week and took No. 7. That video is the latest in a series for the Korean automaker and has been on the web since May, suggesting that some paid promotion gave it a bump last week. Kia has tapped YouTube celebrities Smosh, LisaNova and ShayCarl for their "Who's Next?" promotion asking for wannabe YouTube stars to submit their own "new ways to roll."
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||Old Spice||Responses||Wieden & Kennedy||4,129,962||-63%|
|2||New||Levi's||Walk Across America||Conscious Minds||1,573,842||New|
|3||4||Old Spice||The Return of The Man Your Man Could Smell Like||Wieden & Kennedy||1,173,448||-45%|
|4||5||Old Spice||Odor Blocker||Wieden & Kennedy||1,167,855||-41%|
|5||6||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||1,152,821||-40%|
|6||7||EMC||EMC 20% Guarantee||Sharethrough||1,046,759||-45%|
|7||New||Kia||A New Way to Roll 2010||David & Goliath||1,017,032||New|
|8||10||Evian||Live Young||BETC Euro RSCG||946,052||+1%|
|9||Back on Chart||Gillette||Young Guns||BBDO||944,547||Back on Chart|
|10||3||LG & YouTube||Life In A Day||Mindshare||943,764||-56%|
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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