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Dodge is celebrating its 100th anniversary with a campaign for the Challenger featuring individuals born circa-World War I.
The spot, "Wisdom," rocketed to the top of our weekly auto brand viral video list within days of launching. It starts with a series of elderly individuals imparting Hallmark-like life lessons: "Live for now," "There are miracles all around you," "Be Strong." About halfway through, the ad transitions to more aggressive, robust messages. Against the heavy distortion of an electric guitar, some more elderly remark: "Don't complain," "Be a bad boy," "Live fast." The campaign, created by the Richards Group, is No. 1 on our list, with 6,676,981 views.
Also new this week is Honda's "#ThumbsUp," created by RPA. The spot is entirely composed of a series of text messages between a couple -- one of whom is driving to meet the other. The cutesy, lighthearted exchange turns tragic when the sound of a car accident can be heard. The message: Don't text and drive. "#ThumbsUp" is ranked sixth by Visible Measures, with 246,980 views.