Nestle Taps D-List Stars for Viral Video Ad
NEW YORK (AdAge.com) -- Tired tactics seem to rule the viral domain these days. Lane Bryant's reject-stunt ad holds the top spot again this week, but newcomer Nestle came in strong at No. 3 with a yet more derivative device: the D-list celebrity.
The candy company's "Butterfinger Defense League" video features an uninspired re-tread of Sir Mix-a-Lot's 1992 hit, "Baby Got Back," along with Sir Mix-a-Lot himself massaging '90s-era turntables. It doesn't stop there. Produced by Threshold Interactive, Zenith Optimedia and Sharethrough, the video features '70s superstars Erik Estrada and Lou Ferrigno working their hair and pecs, respectively, and has generated over 1.3 million views in less than a week. Celebrity -- any kind of celebrity -- sells.
Sony, another newcomer to the list, generated a respectable 500,000 views helped by current country queen Taylor Swift. But instead of pushing its forthcoming 3-D TVs or OLED smartphone, the gadget gods decided to hawk its panoramic digital camera instead. Note to Sony: Next time, show us the cool stuff.
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 | Lane Bryant | So Not What Mom Would Wear | NA | 2,882,618 | 24% | |
2 | 2 | Old Spice | Odor Blocker | Wieden + Kennedy | 1,660,292 | -7% | |
3 | NEW | Nestle | The Butterfinger Defense League | Threshold Interactive; Zenith Optimedia; Sharethrough | 1,333,994 | NEW | |
4 | 3 | Evian | Live Young | BETC Euro RSCG | 994,958 | -7% | |
5 | 5 | Pepsi | Oh Africa | NA | 578,852 | 4% | |
6 | 4 | Old Spice | The Man Your Man Could Smell Like | Wieden + Kennedy | 543,108 | -12% | |
7 | NEW | Sony | Cyber Shot DSC TX 7 | NA | 540,358 | NEW | |
8 | 9 | Sussex Safer Roads Partnership | Embrace Life | Director: Daniel Cox | 442,901 | 13% | |
9 | 7 | Microsoft | Xbox Project Natal | World Famous | 429,216 | -8% | |
10 | 10 | DC Shoes | Gymkhana Two | Mad Media | 338,757 | -10% | |
Source: Visible Measures
---
Edmund Lee 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!
