As NBA Begins, Nike and Adidas Ads Battle For The Web

'LeBron Rise' Video Crosses 3 Million Views, Claims No. 1 on the Viral Chart

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NEW YORK ( -- 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 Nike: LeBron Rise
2 1 General Electric Tag Your Green N/A 2,653,854 0% General Electric: Tag Your Green
3 New Gillette ProSeries BBDO 2,413,169 New Gillette: ProSeries
4 New Zicam Mom Squad N/A 1,023,808 New Zicam: Mom Squad
5 New Adidas Fast Don't Lie 180 907,333 New Adidas: Fast Don't Lie
6 4 DC Shoes Gymkhana Three In-house 888,243 -8% DC Shoes: Gymkhana Three
7 3 Evian Live Young BETC Euro RSCG 870,233 -10% Evian: Live Young
8 New Vat19 World's Largest Gummy Worm N/A 817,220 New Vat19: World's Largest Gummy Worm
9 2 Old Spice Responses Wieden & Kennedy 753,250 -24% Old Spice: Responses
10 New Gillette Odor Shield Jumbotron N/A 741,585 New Gillette: Odor Shield Jumbotron
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