Two holiday-centric campaigns, from John Lewis and Burberry respectively, sit atop the chart this week. John Lewis's "Monty the Penguin," about a boy and his best friend, has taken off like a shot, with more than 14.9 million views over the seven days that ended Sunday, according to Visible Measures. (Check out John Lewis and other U.K. retailers' cinematic Christmas ads from last year here.)

Burberry's cinematic holiday campaign stars Romeo Beckham, and it's accumulated more than six million views during that same span.

Elsewhere, two chart fixtures returned. Save the Children's Most Shocking Second a Day, which has been viewed more than 41 million times since its March launch, claimed the No. 4 spot after racking up more than 4.4 million views. The Melbourne Metro's latest work in the "Dumb Ways to Die" campaign, which has appeared on this chart 36 times over the past two years, grabbed the eighth slot, with another 1.4 million views.

The rest of the chart is dominated by aspirational spots. Matthew McConaughey's Lincoln MKC ad rolled up 1.7 million views this week -- possibly re-fueled by parodies like this from "Saturday Night Live" -- and Canon's See the Impossible spot returned with more than 1.6 million views.

Two new campaigns, one from Bud Light featuring footage from the TomorrowWorld Music Festival and one from Amazon featuring its new Echo device, made their Viral Video Chart debuts this week.