Thursday, March 17, 2011

Jennifer Aniston 'Sex Tape' Reels in Huge Numbers for SmartWater

It looks like SmartWater's attempt to go viral by spoofing other viral videos paid off.
The marketer's clip, starring Jennifer Aniston, debuts at the top of this week's Ad Age Viral Video chart with 7.5 million views. The clip features Ms. Aniston trotting out every possible gimmick, from dancing babies to double rainbows to a slow-motion shot of SmartWater dribbling down her famous chin.
The clip got lots of organic pickup thanks to coverage from top blogs like Mashable and Huffington Post. The latter titled its post "Jen Aniston Sex Tape," which probably gave the video a healthy boost in search optimization, too. (Full disclosure: Ad Age's Viral Video Chart partner, Visible Measures, advised the brand on the campaign's planning and measurement.)
Also entering the chart at No. 2 is another celeb-enhanced ad from U.K. nonprofit We Are Equals, which tapped Daniel Craig to reprise his James Bond portrayal for a cheeky International Women's Day clip. Judi Dench, who narrates as her long-running 007 character, M, gives Craig's Bond an intriguing assignment: What would it be like to be a woman for a day? Craig's surprise cross-dressing surely helped the clip get lots of pass-around on Facebook, which drove the majority of the campaign's traffic. Interestingly, this also marked the first time James Bond had ever been directed by a female ("Nowhere Boy" director Sam Taylor Wood). Another PSA, Equal Pay Day's "Satisfaction," debuted at No. 10 by spoofing the already heavily sexualizedBenny Benassi music video.
At No. 3, Subaru's year-old "Dog Tested. Dog Approved" campaign continues to see a resurgence thanks to anew spot that debuted a few weeks ago. Animals also helped milk marketer Cravendale gain stay on the chart as Wieden & Kennedy's "Cats With Thumbs" clip adds an additional 815,000 views to its total this week.
Last WeekBrandCampaignAgencyCurrent Week Views*% Change in Views**Watch the Spot
1NewSmartwaterJen Aniston Goes ViralZambezi7,537,096NewSmartwater: Jen Aniston Goes Viral
2NewWeAreEqualsInternational Women's DayN/A1,670,001NewWeAreEquals: International Women's Day
310SubaruDog Tested. Dog ApprovedCarmichael Lynch1,075,512+53%Subaru:Dog Tested. Dog Approved
44AppleIntroducing iPad 2N/A976,357-17%Apple: Introducing iPad 2
52VolkswagenThe ForceDeutsch914,133-41%Volkswagen: The Force
63Old SpiceOld Spice Man is BackWieden & Kennedy913,064-26%Old Spice: Old Spice Man is Back
77EvianLive YoungBETC Euro RSCG863,638-6%Evian: Live Young
85CravendaleCats with ThumbsWieden & Kennedy815,462-27%Cravendale: Cats with Thumbs
99BlendtecWill It Blend?In-house700,827-5%Blendtec: Will it Blend?
10NewEqualPayDaySatisfactionMortierbrigade649,364NewEqualPayDay: Satisfaction

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