NEW YORK (AdAge.com) -- Korean car-maker Kia is the latest to tap the shallow well of YouTube stardom by hiring Shay Butler, Lisa Donovan, and Anthony Padilla and Ian Andrew Hecox to, well, find the next YouTube star. Think of it as "All About Eve," but for web video and with less tact and, well, more product. They're new at No. 7.
The idea of a ground-up celebrity is not new, even though the myth that Lana Turner was discovered behind the perfume counter at Schwab's Drugstore was, in fact, a myth. The internet, however, has been in many ways a strangely democratic casting room, whether for individually driven celebrity as in the above cases or the financially driven ones, as in the case of YouTube itself, along with Google, Facebook and Yahoo.
But that's changing. As soon as marketing might is placed behind the budding careers of Everyperson YouTube stars, an infrastructure is born. If Kia can get budding web video stars competing, maybe we'll see more of it. That said, I liked Kia's last viral chart entry better.
Gillette and Old Spice are otherwise still dominating the top 10, which leads one to suspect that people are disproportionately obsessed with the hirsute, or that, as has usually been the case with viral videos, the product has jumped the shark: No one's watching these videos for the product -- nor do they remember them.
What to look out for next week: DC Shoes' chief brand officer Ken Block doing ungodly things behind the wheel of his Ford.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||Tipp-Ex||Hunter Shoots a Bear||Buzzman||4,172,080||+84%|
|2||Back on Chart||Axe||Clean Your Balls||BBH||1,650,137||Back on|
|3||3||Evian||Live Young||BETC Euro RSCG||1,000,890||-5%|
|4||Back on||Gillette||Perfect Length||Jack Morton||977,875||Back on Chart|
|5||4||Old Spice||Responses||Wieden & Kennedy||888,256||0%|
|6||6||Blendtec||Will It Blend?||In-house||762,611||+5%|
|7||New||Kia||Who's Next? Competition||N/A||714,608||New|
|8||9||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||685,976||+12%|
|9||8||Old Spice||Odor Blocker||Wieden & Kennedy||654,452||+6%|
|10||7||Gillette||A Mayne & His Razor||ESPN CreativeWorks||572,320||-15%|
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.