Well Played: T-Mobile's Royal Wedding Spoof Video Hits 21 Million Views

Fashion Legend Karl Lagerfeld Directs a Video For ... Wait For It ... Magnum Ice Cream?

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NEW YORK (AdAge.com) -- The royal wedding is now a distant memory, supplanted in the national consciousness by a one-time most-wanted terrorist, but the views keep coming for T-Mobile, whose "Royal Wedding" topped the Viral Chart, with 8.4 million views.

That's 21 million since it was posted a week before the blessed event, for anyone who's counting, making it one of the more successful video efforts so far this year. The video was good enough to drag another past T-Mobile hit back onto the chart, T-Mobile Dance, last seen on the chart in November.

As we noted last week, the T-Mobile video was well-timed, well-executed and connected to an even bigger viral hit, the JK Wedding Dance, which at this point is well past 65 million views on YouTube.

The chart this week had one interesting newcomer: Fashion legend Karl Lagerfeld directed a two-minute mini-movie to launch a high-end ice cream bar called, er, Magnum, coming in at No. 4. In different videos Mr. Lagerfeld enlisted actress (late of "The O.C.") Rachel Bilson as a model/ballerina/art student made happy by her Magnum. Behind-the-scenes content is also driving overall viewing of the campaign.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 1 T-Mobile T-Mobile N/A 8,488,719 0% T-Mobile: Royal Wedding
2 5 Volkswagen The Force Deutsch 1,671,479 +113% Volkswagen: The Force
3 3 Evian Live Young BETC Euro RSCG 1,283,147 +4% Evian: Live Young
4 New Magnum Short Films Mindshare Entertainment 818,686 New Magnum: Short Films
5 7 Downy Mike in the Window Digitas 629,682 -6% Downy: Mike in the Window
6 9 Blendtec Will It Blend? In-house 584,450 -11% Blendtec: Will it Blend?
7 8 SunDrop Drop It MTV Scratch 553,238 -17% SunDrop: Drop It
8 Back on Chart Adidas All In Sid Lee 505,126 Back on Chart Adidas: All In
9 4 Diet Pepsi David Beckham TBWAChiatDay 454,812 -55% Diet Pepsi: Get the Skinny
10 Back on Chart T-Mobile T-Mobile Dance Saatchi & Saatchi, MediaCom 419,621 Back on Chart T-Mobile Dance
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