DDB Hits Viral High Notes for Volkswagen

What People Watched the Week of Oct. 12, 2009

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NEW YORK (AdAge.com) -- A viral ad produced in Europe wasn't enough to win Volkswagen's business in the U.S., apparently.

Omnicom Group's DDB was just eliminated from the VW sweepstakes in the U.S., but DDB Stockholm and Tribal DDB's digital ad, part of its "The Fun Theory" campaign, debuted at No. 2 on Ad Age Viral Video Chart.

The ad has nothing to do with cars; instead, it shows what will happen if you convert a set of subway stairs into a larger-than-life piano, like the one Tom Hanks danced on in "Big." The result: Well, a lot more people chose fun over the escalator, which I guess is the point. It's a little more than your standard gimmick. It's a social experiment in the power of fun-to-drive behavior change. It's also only the second auto ad to make the chart, according to Matt Cutler, marketing VP at analytics firm Visible Measures. The other was for Kia Motors.

That video racked up more than 1.3 million views last week, just a hair behind Evian's dancing babies, which have spent 16 weeks in the No. 1 spot, an enduring testament to the power of cute and cuddly on the web. Other mainstays on the chart include Microsoft's "Project Natal" video, with 20 weeks on the chart, and T-Mobile's "Eyebrow Dance," which has spent 27 weeks (though not consecutive) on the chart.

The new breast cancer awareness spot, "Save The Boobs!," while incredibly unsubtle, debuted at No. 9 and seems destined to stay a while.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 1 Evian Live Young BETC Euro RSCG 1,346,480 +18% Evian: Live Young
2 New Volkswagen The Fun Theory Tribal DDB 1,319,546 New Volkswagen: The Fun Theory
3 3 DC Shoes Ken Block's Gymkhana Two Project Mad Media 556,610 +6% DC Shoes: Ken Block's Gymkhana Two Project
4 New Shake Weight Shake Weight For Men N/A 468,136 New Shake Weight: For Men
5 Back on Chart Shake Weight Get a Shake Weight Now N/A 423,168 Back on Chart Shake Weight
6 4 Microsoft Xbox Project Natal World Famous 405,334 -16% Microsoft Xbox: Project Natal
7 7 Inspired Bicycles Danny MacAskill Trials N/A 317,884 +20% Danny MacAskill Trials
8 8 T-Mobile T-Mobile Dance Saatchi & Saatchi, MediaCom 246,461 -1% T-Mobile Dance
9 New ReThink Breast Cancer BoobyBall RETHINK 241,109 New ReThink Breast Cancer: Boobyball
10 New Ray's Midbell Music School Band Rap Rhett & Link 197,281 New Ray's Midbell Music: School Band Rap
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