In Volvo's new spot "The Hook," seemingly mild-mannered Volvo Trucks president Claes Nilsson pulls off a jaw dropping stunt. In the spot, created by Forsman & Bodenfors, Nilsson begins with a spiel on advertising necessitating "the hook" at the beginning of the message to make it truly viral. He then shows a hook from the new Volvo FMX, while the camera pulls back to reveal Nilsson standing on a massive truck, which in turn is dangling from a crane over a harbor. The message? That's one pretty darn strong hook. Can auto executives and cheesy puns make for good television? Looks that way, as the spot enters our weekly list of the top 10 auto viral videos at No. 2, with 2,131,902 views. Also new this week is Jeep's "Tales of the Trailhawk" ranked sixth by Visible Measures with 257,079 views; and Toyota's "Style Never Goes Out of Style," ranked seventh with 242,060 views.
Honda RPA This week (True Reach): 3,921,178 Last week: 1
Volvo Trucks Forsman & Bodenfors This week (True Reach): 2,131,902 Last week: NEW
Fiesta Movement 2013
Ford Team Detroit This week (True Reach): 404,904 Last week: 6
Honda RPA This week (True Reach): 341,595 Last week: 7
NOT NORMAL 2013
Mini NA This week (True Reach): 279,010 Last week: 5
Tales of the Trailhawk
Jeep NA This week (True Reach): 257,079 Last week: NEW
Style Never Goes Out of Style
Toyota Saatchi & Saatchi Los Angeles This week (True Reach): 242,060 Last week: NEW
Jaguar The Brooklyn Brothers, Spark44 This week (True Reach): 235,670 Last week: 10
Honda Wieden + Kennedy London This week (True Reach): 234,154 Last week: 9
Kia David&Goliath Los Angeles This week (True Reach): 210,440 Last week: 4
Automotive News' Video Traction Chart, powered by Visible Measures, focuses on brand-driven social video ad campaigns. Each campaign is measured by True Reach, an MRC accredited metric that includes views from brand-driven and audience-driven social video clips. The data are compiled using the patented Visible Measures platform, a constantly growing repository of analytic data on hundreds of millions of videos tracked across hundreds of online video destinations.
Note: This analysis does not include Visible Measures' paid-placement (e.g., overlays; pre-, mid-, and post-roll) performance data or video views on private sites. This chart does not include movie trailers, video game campaigns, TV show, or media network promotions. View counts are incremental by week.
**Indicates percent change in views compared with the same period the week before.