Kia Wants to Make You a YouTube Star

You Can Shill Product, Just Like ShayCarl, Smosh and LisaNova

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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% Tipp-Ex: Hunter Shoots a Bear
2 Back on Chart Axe Clean Your Balls BBH 1,650,137 Back on Axe: Clean Your Balls
3 3 Evian Live Young BETC Euro RSCG 1,000,890 -5% Evian: Live Young
4 Back on Gillette Perfect Length Jack Morton 977,875 Back on Chart Gillette: Perfect Length
5 4 Old Spice Responses Wieden & Kennedy 888,256 0% Old Spice: Responses
6 6 Blendtec Will It Blend? In-house 762,611 +5% Blendtec: Will it Blend?
7 New Kia Who's Next? Competition N/A 714,608 New Kia: Who's Next? Competition
8 9 Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 685,976 +12% Old Spice: The Man Your Man Could Smell Like
9 8 Old Spice Odor Blocker Wieden & Kennedy 654,452 +6% Old Spice: Odor Blocker
10 7 Gillette A Mayne & His Razor ESPN CreativeWorks 572,320 -15% Gillette: A Mayne and His Razor
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