If you ever need proof that humour is one of the most effective techniques in advertising, look no further than this week's Viral Video Chart. Kmart, Old Spice and Samsung are some of the big-name brands getting massive hits with irreverent campaigns.
Kmart in the US was top of the chart with its 'Big Gas Savings' campaign, playing on the phrase 'big ass savings'. Actors claim the retailer's petrol discount solves a "really big gas problem", while children point to a "really big gas man" in a "big gas truck".
It has racked up more than 3.8 million hits in just one week and was shared 99,796 and 6,556 times on Facebook and Twitter respectively. The ad is the follow-up to Kmart's 'Ship My Pants' campaign, which featured people claiming they have shipped their bed, pants and drawers thanks to free shipping.
In second place was Coca-Cola's global 'Small World Machines' campaign, which aimed to break down barriers between warring nations such as India and Pakistan. The idea was conceived by Leo Burnett Sydney and launched earlier this month. It attracted over 1.2 million eyeballs, and gained major traction on social with 57,492 shares on Facebook. Twitter users shared it 7,587 times.
Taking third place is a humorous yet unnerving ad from LA-based chiropractor, Ryan Lee. Lee is shown cracking various parts of his patients' bodies and contorting them into strange positions. It's backed by graphic sound effects sure to make you wince and aims to parody the work of chiropractors.
Lee however is a real chiropractor, with his website claiming the ad was not meant to be taken seriously. "Chiropractic is definitely a gentle and effective approach to healing," it says. The ad was viewed over 4.5 million times and was shared 26,569 and 2,364 on Facebook and Twitter.
Further down the chart were two humorous ads from US brand Old Spice promoting its shaving cream, fronted by burly African American actor Terry Crews. Crews has been the face of several of the company's ads in recent years.
Samsung's irreverent 'Evolutionary Husband?' ad promoting its televisions also made the chart, with more than 10.5 million YouTube hits. The technology giant's video promoting its Galaxy Note II also made the chart, albeit coming in last place.
Other brands to feature on the chart included Google with an introduction of its new Maps feature and a walk through of Playstation's new gaming model, the Playstation 4.
The AdNews Viral Video Chart ranks Australia's most popular brand-funded videos based on a combination of views and natural sharing.
The chart is updated fortnightly based on data from video sharing sites such as YouTube and activity on Facebook and Twitter. Note that the chart shows total views, not the number of views generated in the past fortnight, so those with a higher number of cumulative views may appear lower down in the top ten.
What do you think of the top spot? Let us know your thoughts in the comments below.
Watch the other top picks on this week's Viral Video Chart.
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