Old Navy's Tween-Showtune-Tastic 'Unlimited' Web Video Push Goes Viral
With the back-to-school season now in full swing, Old Navy's marketing efforts for the occasion via an online music video captured 2.8 million views over the week that ended on Sunday, according to Visible Measures.
Meant to be the "backbone" of the retailer's back-to-school campaign, the four-minute spot is essentially a short musical that features an endearing young girl singing her way through the school halls as she battles first-day jitters. Dubbed "Unlimited," it shows the tween belting out an optimistic tune about the endless possibilities that lie ahead and references the brand only in the closing of the sponsored video. The spot comes in at No. 7 on this week's Viral Video Chart.
This week's No. 1, however, went to Johnnie Walker and its cinematic "The Gentleman's Wager" short, taking a 222% leap from last week's chart, when it debuted at No. 5.
Newcomers besides "Old Navy" include Adidas at No. 3 with a grandiose campaign touting its Predator footwear as worthy of a museum exhibition. Footlocker's humorous spot starring Charles Barkley and James Harden (plus a cameo appearance by Scottie Pippen) comes in at No. 5. And Samsung's "Tablet Realities" wraps up the chart at No. 10 with a playful ad that features an exceptional artist who appears to be creating her next masterpiece via the tablet but concludes by revealing that she's really being that passionate about a mobile game.