When It Comes to Viral Video, DC Shoes Leaves Scorched Earth Under Its Treads
Just in time for back-to-school shopping, four apparel retailers are occupying seven slots in this week's top 10 advertiser-created viral videos.
Leading the pack with 5 million views is DC Shoes's fourth installment of the Gymkhana series, a nine-minute short featuring professional rally driver Ken Block zooming around a Universal Studios lot with classic film references -- such as a view of the Bates Motel -- interspersed. Riding its coattails and getting new life because of it are the second and third Gymkhana installments at Nos. 7 and 9, respectively.
Debuting in second place with 925,000 views is Adidas' celebrity-packed "All Originals" campaign featuring Snoop Dogg, Dwight Howard and Jeremy Scott. It breathed life back into the brand's "All in" campaign with Derrick Rose, Katy Perry and David Beckham, which debuted in March and had the fifth most views this week.
Nike and Footlocker's co-branded "The Educators 2" -- depicting a no-nonsense sports boot camp where Rajon Rondo and Blake Griffin are teachers and Amar'e Stoudamire is the principal -- debuted at No. 6 with 680,000-plus views.
Finally, the Levi's "Legacy" campaign debuted with more than 500,000 views in 10th place, possibly propelled by some controversy. The campaign initially launched in early August but was temporarily pulled in the U.K. during the London riots due to images of young people defying police officers.