The charts are usually led by clever software, technology and fashion apparel ads, but Pattinson’s Dior Homme fragrance campaign has broken the mold, according to Visible Measures, which tracks that segment of the market.
Rob’s Director’s Cut Dior video broke into the chart at No. 1 with just over 7 million views for the week. It was released Sept. 1 after the brand teased fans for weeks with photos and video snippets.
TheImproper published a lengthy behind-the-scenes video and more than 70 photos from the campaign.
The top-five viral video campaigns were rounded out by Intel/Toshiba, Honda, Five-Hour Energy and Google’s Chrome, according to the ratings.
Ad Age’s Viral Video Chart, powered by Visible Measures, focuses on brand-driven social video ad campaigns, according to the publication.
Each campaign is measured by “True Reach,” an MRC accredited metric that includes views from brand-driven and audience-driven social video clips,” it says.
Rob’s spot shows him in various scenes getting hot and bothered with French Model Camille Rowe. They kiss passionately, embrace under water in a swimming pool, race along the shoreline in a classic BMW convertible and drop in on swank parties. Led Zeppelin cranks in the background.
Rob personally recruited Romain Garvas to direct the ad, which was produced by Paris-based Iconoclast.
Rob and Camille’s chemistry was unquestioned, but the ad drew criticism for its conformity to “every other perfume commercial,” according to the advertising trade.
Calvin Klein released a fragrance spot in July that features actress Rooney Mara in black and white and Chanel No. 5 produced an ad spot with a similar look and feel as Robs, using actor Brad Pitt.
Still Dior’s Twitter feed #DiorRob is trending. To see the ads and the firms that round out the Top Ten check out AdAge. And, be sure to follow TheImproper on Twitter for Robert Pattinson news you can trust.