What Works on the Web: Cute, Cuddly, Controversial

What People Watched the Week of July 13

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NEW YORK (AdAge.com) -- Yep, it's still true: Cute and cuddly always work on the web. Need more proof? Evian's rollerskating babies added another 12 million views last week to top the viral-ad chart, just 14% fewer than its prior record-breaking performance. And, as Visible Measures points out, this is the English version only. A French-language version added yet another million views.

New to the top 10 this week is "A Different Ending," a PSA from the U.K.'s antiviolence campaign, Droptheweapons.org. Savvy YouTube "stars" have long used choose-your-own-adventure-style video narratives to tell video stories, and now YouTube is enabling the form with call-to-action overlays that allow viewers to click and choose their next move. Put yourself in the shoes of a would-be hooligan. Take the knife or don't take the knife? You decide.

Microsoft is showing lasting strength as well, with three videos on the list, including "Project Natal," an ad for the gesture-controlled Xbox, which moved up from No. 3 to No. 2; and newcomer "Office 2010: The Movie" (No. 3). Dropping off the list was the gross-out "Browse Better" video, but jumping back in after a 13-week hiatus was Microsoft's "Laptop Hunters." Why? We suspect the controversy over Microsoft Chief Operating Officer Kevin Turner's claim that Apple called Microsoft to demand that they stop running the ad. "It was," he said, "the greatest single phone call that I have ever taken in the business."

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 1 Evian Live Young BETC Euro RSCG 11,975,033 -14% Evian: Live Young
2 3 Microsoft Xbox Project Natal World Famous 796,752 +25% Microsoft Xbox: Project Natal
3 5 Microsoft Office Microsoft Office 2010: The Movie Traffik 465,005 -8% Microsoft Office: Microsoft Office 2010: The Movie
4 2 Air New Zealand Nothing to Hide .99 Auckland 464,428 -82% Air New Zealand: Nothing To Hide
5 4 DC Shoes Ken Block's Gymkhana Two Project Mad Media 463,600 -11% DC Shoes: Ken Block's Gymkhana Two Project
6 New Dropthe
A Different Ending MCBD, Mediacom 369,081 New Drop the Weapons: A Different Ending
7 9 Cadbury Eyebrow Dance Fallon 345,523 -5% Cadbury: Eyebrow Dance
8 8 Olympus The PEN Story DSG 284,689 -40% Olympus: The PEN Story
9 10 Carl's Jr. How to Eat a Burger (Portobello Mushroom Six Dollar Burger) Initiative, Mendelsohn Zien 231,290 -19% Carl's Jr.: How to Eat a Burger
10 Back on Chart Microsoft Laptop Hunters Crispin Porter & Bogusky 226,781 Back on chart Microsoft: Laptop Hunters
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