Playstation, Xbox Take Hand-to-Hand Combat to Video

Sony Takes on Microsoft, While Doritos Takes No. 1, Again

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NEW YORK ( -- It's hand-to-hand combat among gaming consoles on the viral chart. Microsoft's Project Natal spot for Xbox has spent an incredible 39 weeks in the top 10 over the past year, and this week comes in at No. 9, but now Sony is taking a big swing at Redmond with an ad for PlayStation's "Move" controller set to debut next fall.

The spot, produced by Deutsch, stars Kevin Butler, Playstation "VP of realistic movements," and pokes fun at Microsoft's approach: "C'mon, who wants to pretend their hand is a gun? What is this, third grade?" The video, part of a broader Playstation campaign, was good for nearly a million views last week. If it has anything like the staying power of Xbox's Project Natal, we'll be seeing a lot more of it.

While a good console war is fun, Doritos and agency BBDO/Proximity is the big winner this week, and they've cracked the code for getting pass-around views on the web. The latest video is a promo for its "Viralocity" campaign contest targeted at the Canadian market. The rules are simple: name a new flavor; make a video; make it go viral; and win $250,000.

Clearly it's struck a nerve; the promo has been posted by users in more than 1,000 locations on the web, which helped it reach more than 2.3 million views.

A couple other new additions to the chart this week, including a spoof, "Spring Break It Down," from Muscle Milk, similar to their "Sexy Pilgrim" campaign last fall. Also, Capital One landed on the chart for a March Madness tie-in with "Ivan Brothers," a first for a financial services company.

On another note, this marks a year since we started the Viral Video Chart to track video advertising on the web each week. We'd like to thank Visible Measures for helping us make it happen, and ask you, the reader, what we can do to make it more useful. Let us know in comments.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 New Doritos Viralocity BBDO/Proximity Canada 2,320,878 New Doritos: Viralocity
2 4 Evian Live Young BETC Euro RSCG 1,062,744 -2% Evian: Live Young
3 New Sony Playstation Move Deutsch 996,245 New Sony Playstation: Move
4 New Muscle Milk Spring Break It Down Pereira & O'Dell; Sharethrough 865,962 New Muscle Milk: Spring Break It Down
5 5 Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 665,790 -35% Old Spice: The Man Your Man Could Smell Like
6 New Capital One Ivan Brothers DDB 530,033 New Capital One: Ivan Brothers
7 3 BMW Welcome to Planet Power N/A 518,489 -67% BMW: Welcome to Planet Power
8 6 Doritos Crash the Super Bowl 2010 Goodby, Silverstein & Partners 490,267 -46% Doritos: Crash the Super Bowl 2010
9 8 Microsoft Xbox Project Natal World Famous 461,480 -10% Microsoft: Xbox Project Natal
10 9 Sussex Safer Roads Partnership Embrace Life Director: Daniel Cox 444,518 -9% Sussex Safer Roads Partnership: Embrace Life
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