Ed: Some observations.
- Do ad agencies integrate creative, PR, and media for clients?
- Despite the popularity of T-Mobile and Samsung's ads, they need to work on their products. Good publicity does not replace great design - as AT&T Wireless and Apple iPhone is outperforming despite the viral ads.
NEW YORK (Ad Age.com) -- Last week, the Ad Age viral video chart illustrated T-Mobile's staying power -- its "Dance" spot that debuted in January was still no 2. This week's views, at 748,855, were 1% higher than last week's -- good enough to disrupt the three-week chart-topping streak Samsung and its LED-draped sheep enjoyed.
Samsung dropped to no. 2 while Burger King's ode to SpongeBob and Cadbury's "Eyebrow Dance" hung onto the three and four spots, respectively. But new to the chart is a video promoting Head tennis rackets and starring Novak Djokovic (and his chest), Microsoft's "Laptop Hunters" campaign and the "Fast Food Folk Song," created as part of a Mountain Dew Baja Blast promotion.
The data, as always, is compiled by Visible Measures and includes the most recent week's views -- not total views over the entire life of a campaign. One change over the first threecharts? The threshold to break into the top 10 is higher this week, at 271,985 views. Perhaps it's a one-week anomaly, perhaps it's due to increased usage of online video or social-sharing tools. Regardless, we'll be watching to see if that trend continues in the weeks to come.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||2||T-Mobile||T-Mobile Dance||Saatchi & Saatchi, MediaCom||748,855||+1%|
|2||1||Samsung||Extreme Sheep LED Art||The Viral Factory||707,345||-37%|
|3||3||Burger King||SpongeBob||Crispin Porter & Bogusky||625,852||+14%|
|5||New||Head||Novak Djokovic Scores On and Off||Aimaq Rapp Stolle/Feed Company||488,806||New to chart|
|6||New||Microsoft||Laptop Hunters||Crispin Porter & Bogusky||478,831||New to chart|
|7||5||Geico||It's the Gecko/ Numa Numa||The Martin Agency, Horizon Media||403,062||+4%|
|8||7||Wilkinson Sword||Mow the Lawn||JWT, New York||378,474||+45%|
|9||Back on Chart||Ray-Ban||Never Hide||Cutwater||358,617||Back on chart|
|10||New||Mountain Dew Baja Blast||Fast Food Folk Song (at the Taco Bell Drive-Thru)||Feed Company||271,985||New to chart|
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.