Visible Measures Blog

NEW YORK (AdAge.com) -- It's not unusual for Nascar stars to show up in their sponsors' ads, but how many will work a shift flipping burgers as Tony Stewart appears to have done for Burger King? Mr. Stewart's got a good sense of humor, which comes through in the two-minute video. Some guests recognize him, even though he looks like a regular schlub behind the counter; others don't.

The video is part of Burger King's "Sign & Race" campaign, which allows fans to enter to have their signature placed on the Burger King logo on Mr. Stewart's car, and share the image on Facebook and Twitter.

The video received 1.8 million views last week, good but not quite good enough to unseat the cumulative views on Old Spice's "responses" starring Isaiah Mustafa. Also new on the chart last week were campaigns for Subaru and Diehard, while Blendtec returned at No. 4 with the wanton destruction of an innocent iPad.

The Most-Watched Viral Video Ads of the Week

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	1	Old Spice	Responses	Wieden + Kennedy	2,086,752	-49%
2	NEW	Burger King	Tony Stewart	MindShare	1,885,588	NEW
3	Back On Chart	Geico	Really Save	The Martin Agency	1,523,991	Back On Chart
4	Back On Chart	Blendtec	Will it Blend?	In-House	1,471,918	Back On Chart
5	5	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	1,120,209	-5%
6	3	Old Spice	The Return of The Man Your Man Could Smell Like	Wieden + Kennedy	1,095,552	-6%
7	4	Old Spice	Odor Blocker	Wieden + Kennedy	944,079	-18%
8	8	Evian	Live Young	BETC Euro RSCG	922,206	-3%
9	NEW	Subaru	Get More G's	NA	806,745	NEW
10	NEW	DieHard	Diehard Batteries vs.	Y&R; Sharethrough; Digitas	800,478	NEW

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Michael Learmonth is a reporter at Advertising Age. You can find the original article here.

The data used for The Top 10 Viral Video Ads Chart was sourced from Visible Measures.

*See our Top Ad Campaigns page for our methodology.

**Indicates percent change in views compared with the same period the week before.

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NEW YORK (AdAge.com) -- I'm a little surprised it took Levi's excellent "Walk Across America" this long to appear on the Viral Video Chart given press attention and pass-around its received over the past few weeks. The video debuted on the web in July and seemed to generate a good bit of buzz, but maybe that's just my Twitter feed talking.

The video was created from 2,770 individual still photos by director Seth Green, producer Blake Heal, photographer Peter Cole and actor/model Michael Johnson. And while Johnson didn't really walk across the U.S., the crew did drive across over 14 days (here's the route) shooting Johnson's steps along the way. In addition to the ad itself, the creators posted a making-of video, which has received hundreds of thousands of views. Biggest challenge: "living on an RV for two weeks with six other dudes."

"Walk Across America" has been watched 3 million times since it was posted July 20, and 1.5 million times last week, according to Visible Measures, allowing it to push aside some Old Spice videos into the No. 2 spot. Those Old Spice videos are still hanging on, by the way, even though their collective audience dropped again by about half.

Another debut on the chart this week is from Kia Motors, whose "A New Way to Roll" saw about a million views last week and took No. 7. That video is the latest in a series for the Korean automaker and has been on the web since May, suggesting that some paid promotion gave it a bump last week. Kia has tapped YouTube celebrities Smosh, LisaNova and ShayCarl for their "Who's Next?" promotion asking for wannabe YouTube stars to submit their own "new ways to roll."

The Most-Watched Viral Video Ads of the Week 

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	1	Old Spice	Responses	Wieden + Kennedy	4,129,962	-63%
2	NEW	Levi's	Walk Across America	Conscious Minds	1,573,842	NEW
3	4	Old Spice	The Return of The Man Your Man Could Smell Like	Wieden + Kennedy	1,173,448	-45%
4	5	Old Spice	Odor Blocker	Wieden + Kennedy	1,167,855	-41%
5	6	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	1,152,821	-40%
6	7	EMC	EMC 20% Guarantee	Sharethrough	1,046,759	-45%
7	NEW	Kia	A New Way to Roll 2010	David & Goliath	1,017,032	NEW
8	10	Evian	Live Young	BETC Euro RSCG	946,052	1%
9	Back On Chart	Gillette	Young Guns	BBDO	944,547	Back on Chart
10	3	LG & YouTube	Life In A Day	Mindshare	943,764	-56%

Source: Visible Measures

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Michael Learmonth is a reporter at Advertising Age. You can find the original article here.

The data used for The Top 10 Viral Video Ads Chart was sourced from Visible Measures.

*See our Top Ad Campaigns page for our methodology.

**Indicates percent change in views compared with the same period the week before.

Like this post? Sign up for our newsletter and get the latest from the world of online video.

Follow us on Twitter!

NEW YORK (AdAge.com) -- No viral meme can last forever, right? As good as Old Spice's "Responses" campaign was, it's peaked and is now in a downward slide, losing 70% of its audience on the web last week.

Mind you, down 70% for Isaiah Mustafa still meant more than 11 million views for the customized YouTube responses alone and four of the top 10 slots on the Viral Chart. All versions of the Old Spice videos -- ads, responses and Odor Blocker videos -- have racked up 130 million views on the web since February, according to Visible Measures.

The question now is what, if anything, agency Wieden & Kennedy will do to keep the Mustafa magic alive. Paid placements? Another ad? Another web stunt?

One thing we do know: Mr. Mustafa is going to be a whole lot busier. He's landed a role in the latest Jennifer Aniston film "Horrible Bosses" and now has a holding deal at NBC.

It's a little early to assess the results of the campaign, but Old Spice is picking up market share. Although so is Gillette, whose "Perfect Length" advertises a different category but grew 123% in views last week.

Joining Old Spice on the chart this week is a new collaboration from YouTube, director Ridley Scott and Korean electronics giant LG, "Life in a Day." The campaign is soliciting video footage from people's daily lives that it's calling a "global experiment to create the world's largest user-generated feature film." Most views so far (2 million) are on the promo video. The resulting film will premiere at Sundance in January.

The Most-Watched Ads of the Week

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	1	Old Spice	Responses	Wieden + Kennedy	11,309,342	-68%
2	8	Gillette	Perfect Length	Jack Morton; BBDO	2,159,215	123%
3	NEW	LG & YouTube	Life In A Day	NA	2,158,010	NEW
4	2	Old Spice	The Return of The Man Your Man Could Smell Like	Wieden + Kennedy	2,143,315	-62%
5	3	Old Spice	Odor Blocker	Wieden + Kennedy	1,993,413	-42%
6	4	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	1,928,529	-36%
7	7	EMC	EMC 20% Guarantee	Sharethrough	1,903,151	77%
8	5	Dentyne	Dentyne Pure	Platinum Rye; Sharethrough	1,210,476	-3%
9	NEW	Victoria's Secret	Temperature Rising	Razorfish; Sharethrough	963,783	NEW
10	10	Evian	Live Young	BETC Euro RSCG	939,553	12%

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Michael Learmonth is a reporter at Advertising Age. You can find the original article here.

The data used for The Top 10 Viral Video Ads Chart was sourced from Visible Measures.

*See our Top Ad Campaigns page for our methodology.

**Indicates percent change in views compared with the same period the week before.

NEW YORK (AdAge.com) -- The 186 responses that Old Spice pitchman Isaiah Mustafa recorded for fans of his beauty, intelligence and outstanding physique took just a week to eclipse the original TV ads themselves in total views, according to new numbers from Visible Measures.

Those video responses, recorded in seven-minute spurts over several days last week, have accumulated 42.3 million views so far and more than 35 million last week alone, a Viral Chart record. The TV spots have also done well on the web, but have accumulated only 34.7 million views since "The Man Your Man Could Smell Like" was first posted online in February.

The responses, of course, wouldn't exist without the original TV ad, but they're extending the reach of the campaign a lot farther than the two TV ads, as well as the "Odor Blocker" ad ever could, even though those had a several-month head start.

For those keeping score, total views on the Old Spice campaign including all original spots and responses stands now at 113 million views. Here's how it breaks down:

• "The Man Your Man Could Smell Like" (launched Feb 4): 22.3 million
• "Different Scents for Different Gents" (launched Feb 5): 4.2 million
• "Where Freshness Smells From" (launched March 15): 2.6 million
• "Odor Blocker" (launched March 31): 29.2 million million
• "The Return of the Man Your Man Could Smell Like" (launched June 29): 12.4 million
• "Old Spice Responses" (launched July 13): 42.3 million

Last week's top top 10 is below, including an amusing new spot from Rhett & Link for Dentyne and Blendtec's grisly test on the iPad. Also new from Blendtec -- what else? -- blending an iPhone 4.

The Most-Watched Online Video Ads of the Week

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	NEW	Old Spice	Responses	Wieden + Kennedy	35,086,540	NEW
2	1	Old Spice	The Return of The Man Your Man Could Smell Like	Wieden + Kennedy	5,582,989	95%
3	2	Old Spice	Odor Blocker	Wieden + Kennedy	3,425,946	45%
4	3	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	3,033,297	134%
5	NEW	Dentyne	Dentyne Pure	Platinum Rye, Sharethrough	1,249,764	NEW
6	NEW	Blendtec	Will it Blend?	In House	1,248,314	NEW
7	NEW	EMC	EMC 20% Guarantee	Sharethrough	1,077,167	NEW
8	7	Gillette	Perfect Length	Jack Morton	966,098	45%
9	4	Nike	Write the Future	Wieden + Kennedy	900,443	-12%
10	5	Evian	Live Young	BETC Euro RSCG	840,777	-5%

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Michael Learmonth is a reporter at Advertising Age. You can find the original article here.

The data used for The Top 10 Viral Video Ads Chart was sourced from Visible Measures.

*See our Top Ad Campaigns page for our methodology.

**Indicates percent change in views compared with the same period the week before.

One of the drawbacks from having a handsome man in a towel get insanely popular is that it inspires less aesthetically gifted specimens to attempt the same approach. This phenomenon is what we've seen since Old Spice broke the online video advertising mold last week with its Responses campaign – men of all shapes and aesthetic dispositions have stripped down to their shower gear to spoof and challenge Isaiah Mustafa, the man your man could smell like.

Here are some examples:

• @OhDoctah vs. @OldSpice (cc: @Dove)
• Re: @Isaiah Mustafa | Master C Spice
• Old Spice (Spoof)
• Not the Old Spice Guy

The campaign has also inspired Alyssa Milano to make a response in a towel, challenging Mustafa to donate $100,000 to the National Wildlife Federation's Gulf Oil Spill Restoration Fund. It's generated close to 42,000 views.

Alyssa Milano Responds to Mustafa

Today, with the help of these videos and others like them, the Responses campaign has reached more than 40.7 million views, making it the fastest growing online video advertising campaign in history. As a pure viral hit, it's second only to Susan Boyle, who reached 47.7 million views in the same amount of time.

The innovative campaign hasn't just done well for itself, it's helped increase the views for both The Man Your Man Could Smell Like and The Return of the Man Your Man Could Smell Like. It helped the original Man skyrocket 300%, from 120,000 views per day to 480,000+. The Return of the Man jumped over 65%, springing from close to 500,000 daily views to 820,000.

To catch up on the coverage surrounding this breakthrough hit, check out these articles featuring our numbers:

• Mashable: The Old Spice Social Media Campaign by the Numbers
• Toronto Star: How the Old Spice Campaign Changed Social Media
  
• MSNBC: We love Old Spice guy! Old Spice Body Wash — not so much
  
• MediaPost: Deconstructing Old Spice Guy
• MediaPost: Could 'Old Spice Guy' Mean a Coming of Age for Digital?
• U.S. News and World Report: The Irresistible Old Spice Guy Commercials
• BizReport: Look at these social media results, now back at me, now back at the results

The final clip of the Responses campaign, Re: Everyone | Old Spice, has the most views of the group so far with over 2.9 million. What's your favorite response? Let us know in the comments section below.

With a fragrant, dashing man in a towel, Old Spice put on a viral video tour de force yesterday. Collaborating with actor Isaiah Mustafa, better known as the man your man could smell like, Old Spice unleashed a deluge of new clips on YouTube. The clips feature Mustafa responding to questions from Twitter, Facebook, Reddit, and blogs in as close to real time as you can get with online video publishing. (ReadWriteWeb has a great post on how they did it.)

Mustafa Responds to His Own Tweet

The viral video coup ran for about 24 hours, and then, as all things must, it came to an end. All told, Old Spice had uploaded an unprecedented 180+ clips for its campaign, which, in total, have generated over 5.9 million views and 22,500 comments.

Old Spice Responses is the latest effort in the string of ads for The Man Your Man Could Smell Like, which launched mid February this year. The original ad has attracted nearly 19 million views to date. Old Spice followed it with The Return of The Man Your Man Could Smell Like, which premiered just a couple weeks ago and has already reached an impressive 6.9 million views. In all, Old Spice has been red hot in online video of late, taking four of the ten spots on the Top 10 Viral Video Ads Chart this week. You can read the latest results here.

As long as we've been measuring online video, we've never seen anything quite like the Old Spice Responses campaign. There have been ads that have challenged audiences, Samsung's YouTube Challenge and Tiger's Jesus Shot come to mind, but there's never been a campaign that's been so personal, so quick, and so prolific.

In fact, Old Spice Responses is one of the fastest growing online video campaigns ever. We took a look at some of the most explosive viral videos we've measured, including Bush dodging Iraqi shoes, Obama giving his electoral victory speech, and Susan Boyle, and found that in the first 24 hours, Old Spice Responses outpaces all of them. Now, that's fast.

How high will the view counts run for this innovative campaign? Only time will tell, but we'll definitely have an update for you next week.

NEW YORK (AdAge.com) -- Not often do we see a chart so dominated by one agency (Wieden & Kennedy) and one ad campaign (Old Spice). In fact, we've never seen it. But then, we also haven't seen a campaign that combines the humor and irony of "The Man Your Man Could Smell Like," with a brilliant stunt like having Isaiah Mustafa responding to blogger comments in person, including to our own Teressa Iezzi and Ann-Christine Diaz.

Old Spice and Wieden took four of 10 spots on the chart last week, including positions one through three, and amassed nearly 7 million views, not counting the more than 100 video responses Mustafa recorded for the likes of stormyweather21, thatpartylastnight, The Ellen Show, Pancake Humper and Gizmodo. Those videos started going up this week and will have a bigger impact on last week's totals, so expect an all-Old Spice chart then as well.

What's more, the Old Spice views appear to be organic based on their smooth growth curves, rather than a paid promotion, which usually results in viewer spikes, according to our friends at Visible Measures. Wieden also took No. 4 for Nike's "Write the Future," which hung on during the last week of the World Cup.

Aside from Old Spice and Nike, The Martin Agency landed former Viral Chart stalwart Geico back on the list at No. 8 with their amusing ad featuring Andres Cantor, Telemundo's (and formerly Univision's) legendary soccer play-by-play man. Like the Old Spice spots, Geico's is also running on TV. Here's the exuberant Cantor nearly having a coronary when Landon Donovan did something truly exciting, putting the U.S. over Algeria in stoppage time.

The Most-Watched Online Video Ads of the Week

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	3	Old Spice	The Return of The Man Your Man Could Smell Like	Wieden + Kennedy	2,867,465	38%
2	4	Old Spice	Odor Blocker	Wieden + Kennedy	2,356,887	59%
3	8	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	1,297,609	45%
4	2	Nike	Write the Future	Wieden + Kennedy	1,027,723	-51%
5	Back On Chart	Evian	Live Young	BETC Euro RSCG	889,416	Back On Chart
6	9	Pepsi	Oh Africa	NA	676,408	-19%
7	1	Gillette	Perfect Length	Jack Morton	665,140	-74%
8	NEW	Geico	Really Save	The Martin Agency	639,330	NEW
9	6	Visa	Go Fans 2010 FIFA World Cup	TBWA/Chiat/Day	423,684	-55%
10	NEW	Old Spice	Where Freshness Smells From	Wieden + Kennedy	411,307	NEW

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Michael Learmonth is a reporter at Advertising Age. You can find the original article here.

The data used for The Top 10 Viral Video Ads Chart was sourced from Visible Measures.

*See our Top Ad Campaigns page for our methodology.

**Indicates percent change in views compared with the same period the week before.

NEW YORK (AdAge.com) -- It's official: Old Spice and agency Wieden & Kennedy really do get the web. This week a new Old Spice campaign "Odor Blocker" joins the "Your Man" TV ad that has been hanging around the chart for the past few weeks. The campaign consists of three different creatives with "Flex" performing the best of the three.

Both Old Spice campaigns combined for more than 1.5 million views last week. We'll go out on a limb here and bet that another Wieden effort, "Earl and Tiger," will find its way onto the chart next week.

The second new entry is Toshiba's "Armchair Viewing Redefined," which actually made a cameo on the chart last fall. The ad had more than 1.1 million views last week, with more than 90% of views coming from a single YouTube placement, which typically indicates some kind of paid promotion behind it.

One other spot of note is a public service announcement "Embrace Life" that has been a consistent chart performer. From the Sussex Safer Roads Partnership and director Daniel Cox, you will not see a more moving reminder of what's at stake behind the wheel.

The Most-Watched Ads of the Week 

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	1	Doritos	Viralocity	BBDO	1,334,848	-12%
2	Back On Chart	Toshiba	Armchair Viewing Refined	Grey	1,114,357	Back on Chart
3	2	Evian	Live Young	BETC Euro RSCG	1,054,576	-3%
4	NEW	Old Spice	Odor Blocker	Wieden + Kennedy	919,097	NEW
5	5	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	651,706	24%
6	7	Sussex Safer Roads Partnership	Embrace Life	Director: Daniel Cox	495,991	2%
7	6	Microsoft	Xbox Project Natal	World Famous	452,785	-7%
8	3	Muscle Milk	Spring Break It Down	Pereira & O'Dell; Sharethrough	397,478	-45%
9	9	Doritos	Crash The Super Bowl 2010	Goodby Silverstein & Partners	386,222	1%
10	8	Pepsi	Oh Africa	NA	363,777	-25%

Source: Visible Measures

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Michael Learmonth is the digital editor at Advertising Age. You can find the original article here.

The data used for The Top 10 Viral Video Ads Chart was sourced from Visible Measures.

*See our Top Ad Campaigns page for our methodology.

**Indicates percent change in views compared with the same period the week before.

For an end-to-end assessment of your online video campaign's performance or to notify us of an upcoming or in-market campaign, please contact us. 

Follow Visible Measures on Twitter!

NEW YORK (AdAge.com) -- Last week Wieden & Kennedy's ad for Old Spice, "The Man Your Man Could Smell Like," made the chart for the first time, and we wondered if it would have staying power. This week, our answer: Yes, the video toppled Doritos and took the top slot with more than 2.1 million views.

Two weeks ago, the Super Bowl stormed the viral chart; this week, only three of its ads remain: Doritos, E-Trade and Bud Light. Joining them are two spots tied to the Winter Olympics, Visa's "Go World" and Tourism British Columbia's ad with Michael J. Fox, Kim Cattrall and others.

Judging from the list, a mix of declining Super Bowl and Olympics ads and much older viral campaigns from Microsoft and Evian, now would be a good time to break through the clutter. Axe's "Clean Your Balls" is showing some staying power, and it landed back on the chart as Super Bowl ads dropped off, but that's just the beginning of it. Not counted in Axe's numbers are all the 15- and 30-second versions BBH created for paid in-stream placements.

The Most-Watched Viral Video Ads of the Week 

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	2	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	2,145,452	29%
2	1	Doritos	Crash The Super Bowl 2010	Goodby Silverstein & Partners	1,640,574	-66%
3	4	Evian	Live Young	BETC Euro RSCG	1,096,201	-11%
4	Back On Chart	Sussex Safer Roads Partnership	Embrace Life	Director: Daniel Cox	629,103	Back On Chart
5	Back On Chart	Axe	Clean Your Balls	BBH	609,584	Back On Chart
6	NEW	Visa	Go World	TBWA/Chiat/Day	560,155	NEW
7	3	E*TRADE	E*TRADE Super Bowl 2010	Grey	538,331	-61%
8	8	Bud Light	Bud Light Super Bowl 2010	Cannonball; DDB; Palm + Havas; Momentum	491,377	-10%
9	NEW	Tourism British Columbia	Super, Natural British Columbia	NA	474,591	NEW
10	10	Microsoft	Xbox Project Natal	World Famous	450,903	10%

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Michael Learmonth is a reporter at Advertising Age. You can find the original article here.

The data used for The Top 10 Viral Video Ads Chart was sourced from Visible Measures.

*See our Top Ad Campaigns page for our methodology.

**Indicates percent change in views compared with the same period the week before.

For an end-to-end assessment of your online video campaign's performance or to notify us of an upcoming or in-market campaign, please contact us. 

Follow Visible Measures on Twitter!