M&Ms Kicks VW's "Dog" in Battle of Web Super Bowl Ads

M&Ms's 'Just My Shell' Collected 27.5M Views

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The battle of the web Super Bowl ads has turned into a long game. While Volkswagen's "The Force" was the clear winner last year, this year's ads are still fighting it out.

Last week we saw that a pre-Super Bowl release doesn't necessarily help an ad long-term. This week, another example: M&M's campaign starring the sexy candy Ms. Brown crushed the competition with 27.5 million views, more than twice No. 2 VW's total.

Paid placements no doubt play a part, but M&M's success appears to be driven by viewers. Of the 30 million views, 24.7 million came from clips uploaded by users, according an estimate from Visible Measures. Of the 250-plus clips on the web, less than 10 are official copies uploaded by the brand. At that pace, M&M's could soon surpass Volkswagen's "The Dog Strikes Back" in overall web viewing.

The other spots on the chart that had their debut during the game are No. 4 Chrysler's Clint Eastwood vehicle, "It's Halftime in America," and No. 6 Pepsi's "King's Court," starring Elton John.

Meanwhile, a lone non-Big Game ad, Old Spice's "Smell is Power," broke into the rankings, while Acura's Jerry Seinfeld campaign dropped off after collecting 18 million views the week before.

For those of you keeping score, here are the cumulative totals for Super Bowl ad campaigns as of yesterday:

  • Volkswagen: "The Dog Strikes Back" 31,892,294
  • M&Ms. "Just My Shell" 30,206,032
  • Honda: "Matthew's Day Off" 23,924,596
  • Doritos: "Crash the Super Bowl 2012" 21,982,667
  • Acura: "Jerry 's NSX" 20,624,655

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