NEW YORK (AdAge.com) -- Want a No. 1 video on Ad Age's Viral Video Chart? Not a bad idea to launch it in August when people are doing things away from their computers and, well, the competition is thin.
Low overall viewing numbers helped Gillette's latest campaign, "A Mayne and His Razor," burst to the top of the chart last week. The ad is part of a series of humorous spots starring ESPN analyst Kenny Mayne and a host of other ESPN personalities such as radio hosts Mike Golic and Mike Greenberg aka "Mike & Mike In The Morning."
ESPN CreativeWorks made five "Mayne" spots, which ran on ESPN.com and ESPN3.com (as well as once on TV), but the videos were also cleverly seeded on guy-oriented video sites like Break.com and DailyMotion's Mag.ma. Disclosure: Visible Measures, which provides the data for this chart, advised Gillette on distribution.
The campaign drew 2.5 million views last week, easing ahead of Old Spice's Isaiah Mustafa, whose customized "Responses" dropped another 31% from the prior week. It should be noted that most returning campaigns were down significantly from the week before, including Burger King's Tony Stewart spot, Blendtec's destruction of an iPad and all versions of the Old Spice campaign.
Gillette's female-oriented spot, "Perfect Length," also rejoined the chart at No. 10. And while Nike is no stranger to the chart, this time FootLocker joined with some help from YouTube stars Shay Carl and Kassem G for "Food Fight."
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Gillette||A Mayne & His Razor||ESPN CreativeWorks||2,507,228||New|
|2||1||Old Spice||Responses||Wieden & Kennedy||1,437,296||-31%|
|3||2||Burger King||Tony Stewart||Crispin Porter & Bogusky; Mindshare||1,265,351||-33%|
|4||8||Evian||Live Young||BETC Euro RSCG||916,291||-1%|
|5||7||Old Spice||Odor Blocker||Wieden & Kennedy||859,218||-9%|
|6||5||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||858,800||-23%|
|7||New||Foot Locker||Food Fight||Maker Studios, Sapient Nitro||802,813||New|
|8||6||Old Spice||The Return of The Man Your Man Could Smell Like||Wieden & Kennedy||787,689||-28%|
|9||4||Blendtec||Will it Blend?||In-house||767,369||-48%|
|10||Back on Chart||Gillette||Perfect Length||Jack Morton||761,584||Back on Chart|
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.