One Direction use the influence of a fandom to top the brand chart while Kia's hamsters swim to victory
This week it seems there ain’t no party like a One Direction party. The tween favourites released their debut feature-length film in cinemas this week meaning DirectionMania is reaching heady heights and there’s a veritable boyband bonanza all over YouTube. Infiltrating both the UGC and the brand chart this week, 1D are far and away the ad champions with their tongue-in-cheek foray into the world of perfume advertising, showcasing their sweetly named first fragrance, ‘Our Moment’.
Far from the manufactured delights of 1D come videos from Kia and Nike. Though selling very different products, both show the value of a summer smash of a soundtrack and an inspiring journey from zero to hero to capture the imaginations of the viewer. In Nike’s celeb-saturated ad you’re challenged to run faster, beat the champ, challenge yourself and JUST DO IT. Similarly KIA’s ad follows their familiar rotund hamster friends as they crunch, flex and swim their way to a svelte physique. Both videos will make you think twice about leaving your trainers at home.
There’s a fair bit of tech in the rest of the chart with the new Nokia Lumia keeping parents dignified at the school play, the new Sony phone teaser and Eminem putting his name to Beats headphones with a trademark snarl.Over to some lovely user-generated and entertainment content. Miley Cyrus shocked audiences with her controversial dance routine at the VMAs this week, with parodies springing up all over the net within hours of the video going live. With the world also in Breaking Bad mode, this notable parody from Sam Barnett takes the two cultural phenomenons to perfectly represent the audience’s reaction to Miley’s faux-pas, and garner more shares than the original Miley video itself.
Miley should have taken a leaf out of these Notting Hill Carnival police officers enjoying the party this weekend by having a cheeky dance-off. There’s been an incredibly positive reaction to this online, showing that all you need to get a bit of viral in your life is a bit of novelty and a whole lot of good vibes.
Also on the UGC chart this week: ‘I Forgot My Phone’ commenting on our inability to prise our smartphones out of our palms, a massive Russian Navy hovercraft knocking a chunk out of a busy beach, and old people abusing an unfortunate Justin Bieber for laughs.For all of the chart news and the full run down of the most shared online videos this week, check out The Drum Viral Video Chart, powered by VAN, or follow @JoinVan to stay up to date with the latest industry news and YouTube gossip.