Lingerie-Clad Models Sing to Viral Choir
NEW YORK (AdAge.com) -- Sometimes it's obvious why a video hits the Ad Age Viral Video Chart. Sometimes, well, it's not. Put the latest two newcomers from La Senza and Google in the former category.
No. 10 on the chart this week is "Cup Size Chorus" from La Senza, and for any of you who'd like a comparative look at cup sizes, as well as comparative notes A through G, then this is a video for you. The campaign generated 578,418 views last week, the majority coming through referrals from the Cup Size Choir website, according to Visible Measures. La Senza, owned by Limited Brands, is a corporate sibling but competitor of Victoria's Secret.
At No. 9, we have another in a string of imaginative videos demonstrating various Google products. Google has devoted an entire site to these demos, Demo Slam, and the video that hit the chart this week shows off the capabilities of Google Googles. It's pretty cool stuff, but as we've pointed out in the past, Google can pretty much make anything hit the chart with the distribution power of YouTube and paid placements through the Google Content Network.
Otherwise, the chart is full of familiar campaigns. Evian joined for a record 70th week; Australia's Transport Accident Commission is No. 1, helped by coverage in automotive blogs last week; and Axe, Hyundai, DC Shoes, Blendtec, Nike and Old Spice are all back on the chart.
| Last Week | Brand | Campaign | Agency | Current Week Views* | % Change in Views** | Watch the Spot | |
|---|---|---|---|---|---|---|---|
| 1 | 2 | Tranport Accident Commission (Australia) | Everybody Hurts | Grey | 1,250,824 | +30% |  |
| 2 | 3 | Evian | Live Young | BETC Euro RSCG | 959,222 | +10% |  |
| 3 | 10 | Axe | Clean Your Balls | BBH | 862,985 | +33% |  |
| 4 | 6 | DC Shoes | Gymkhana Three | In-house | 756,261 | +2% |  |
| 5 | 4 | Hyundai & YouTube | YouTube Symphony Orchestra 2011 | N/A | 697,255 | -11% |  |
| 6 | 9 | Blendtec | Will It Blend? | In-house | 664,801 | -3% |  |
| 7 | 1 | Nike | LeBron Rise | Wieden & Kennedy | 614,920 | -84% |  |
| 8 | Back on Chart | Old Spice | Responses | Wieden & Kennedy | 605,162 | Back on Chart |  |
| 9 | New | Demo Slam | Google Creative Labs; Johannes Leonardo | 602,918 | New |  |
|
| 10 | New | La Senza | The Cup Size Choir | Karmarama | 578,418 | New |  |
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.
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