NEW YORK (AdAge.com) -- Nike's attempt to reclaim LeBron James after the soap opera of his off-season move from Cleveland to Miami was the top video ad on the web last week, with nearly 3 million views.
Now, in the spirit of the video, in which Mr. James repeatedly asks, "What should I do?" here are our own questions about how it earned its way to No. 1. Was it the news coverage and commentary generated by the spot? The start of the NBA season? The spoofs? Some black magic from agency Wieden & Kennedy? The fact it gave LeBron lovers and haters plenty of reasons to rekindle their love and hate?
We'll take all of the above, but especially No. 2: the start of the NBA season. Our friends at Visible Measures note the first instance of the spot debuted on opening night for the NBA, when the Heat opened their season in a losing effort against the Celtics. That first posting now has more than 3.1 million views as of this week and there are more than 30 other duplicates bouncing around the web.
Some more evidence of an opening-night effect: Adidas' spots with Dwight Howard, Derrick Rose and the hilarious Ken Jeong "Fast Don't Lie" also joined the list at No. 5.
But beyond the Nike-Adidas shootout, some affirmation that even with the big agencies and billion-dollar brands jostling for views, the internet stayed awesome, which is to say a level playing field for the low-brow, no-budget, suggestive and nearly profane. Case in point: No. 8 on the Viral Chart for the week, "The World's Largest Gummy Worm."
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Nike||LeBron Rise||Wieden & Kennedy||2,961,178||New|
|2||1||General Electric||Tag Your Green||N/A||2,653,854||0%|
|5||New||Adidas||Fast Don't Lie||180||907,333||New|
|6||4||DC Shoes||Gymkhana Three||In-house||888,243||-8%|
|7||3||Evian||Live Young||BETC Euro RSCG||870,233||-10%|
|8||New||Vat19||World's Largest Gummy Worm||N/A||817,220||New|
|9||2||Old Spice||Responses||Wieden & Kennedy||753,250||-24%|
|10||New||Gillette||Odor Shield Jumbotron||N/A||741,585||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 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.