NEW YORK (Ad Age.com) -- What is it about the "hair down there"? Philips found viral success with its "Shave Everywhere" videos, and this week's Viral Video Chart finds Gillette making its debut at No. 3 with a how-to video about how to groom the more manly parts of the body.
Interestingly, E-Trade's talking baby is back on the chart after a multiple-week absence. Why? As Visible Measures, which compiles the data for the chart, explained, it's the result of a concept called "viral activation." E-Trade and ABC ran a promotion for the show "Un-Broke," which triggered related clips, several of which were the talking-baby spots. And, voila -- there it is, back on the chart.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||3||NBA||Where Amazing Happens||Goodby, Silverstein & Partners||1,656,232||+88%|
|2||1||Nike Basketball||Most Valuable Puppets||Wieden & Kennedy||1,514,191||+34%|
|3||New||Gillette||Shaving Tips From Gillette||BBDO, Proximity Canada||694,391||New to Chart|
|4||2||Vodafone||Make the Most of Now||Ogilvy & Mather||617,510||-38%|
|5||New||Air New Zealand||Nothing to Hide||.99||343,426||New to Chart|
|6||4||T-Mobile||T-Mobile Dance||Saatchi & Saatchi, MediaCom||262,286||-27%|
|7||Back on Chart||E-Trade||Talking Baby||Grey, New York||253,802||Back on Chart|
|9||8||Durex||Get It On||Fitzgerald & Co., SuperFad||181,283||-12%|
|10||9||Samsung||Extreme Sheep LED Art||The Viral Factory||140,630||-25%|
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.