Topping our auto brand viral video rankings this week is Audi's sponsorship of the 66th Primetime Emmy Awards. The spot brings together AMC's Breaking Bad stars Bryan Cranston and Aaron Paul and Seinfeld alum and current star of HBO's VEEP Julia Louis-Dreyfus. Cranston and Paul play pawn shop owners on a reality TV show called "Barely Legal Pawn," a pointed parody of real-life History Channel show "Pawn Stars." Cranston and Paul are tough negotiators when dealing with Dreyfus (playing herself), who is trying to pawn her Primetime Emmy award. The six-minute spot, created by PMK*BNC, is filled with meta-Emmy jokes, such as Paul and Dreyfus insisting to Cranston that supporting actor awards (which Paul and Dreyfus have won) are in fact better than leading actor awards (which Cranston has won). Audi's face-time in the spot is minimal. Nonetheless, the spot rocketed up the chart to No. 1 with 6,662,857 views. Also new this week is Mazda's "2014 Mazda Winning Line," ranked third by Visible Measures with 829,213 views; Hyundai's "The Rocket Launch," ranked eighth with 329,854 views; and Honda's "Drive By Compliments," ranked ninth with 291,538 views.
Barely Legal Pawn
Audi PMK*BNC This week (True Reach): 6,662,857 Last week: NEW
Don't Touch My Dart
Dodge Wieden + Kennedy Portland This week (True Reach): 2,558,215 Last week: 1
2014 Mazda Winning Line
Mazda Berlin Cameron United This week (True Reach): 829,213 Last week: NEW
Toyota Clearance Event
Toyota Saatchi & Saatchi This week (True Reach): 558,502 Last week: 3
Lexus CHI & Partners This week (True Reach): 391,094 Last week: 4
The Epic Driftmob
BMW Interone BBDO This week (True Reach): 378,972 Last week: 6
The Compromise Ends
Hyundai NA This week (True Reach): 362,978 Last week: 2
The Rocket Launch
Hyundai NA This week (True Reach): 329,854 Last week: NEW
Drive By Compliments
Honda Solly Communications This week (True Reach): 291,538 Last week: NEW
Be the Hero
Toyota Burrell Communications Chicago This week (True Reach): 289,092 Last week: 5
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.