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Top 10 Video Ads: Volkswagen Passat Uses The Force to Snag Number One Slot

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volkswagen ad the force

There’s only one way to read the explosive growth in Web views of automotive ad videos for February: the Super Bowl. The Ford Fiesta and Kia Soul ad campaigns that have endured month after month on Motor Trend’s collection of the most popular automotive Web videos chart are nowhere to be seen.
Though every video is new to the chart, Volkswagen is the clear winner of the Super Bowl automotive ad competition. The number-one-watched “The Force” ad, with the new Passat, was watched more than 43 million times.

Chrysler’s much-discussed ad called “Imported From Detroit” starring Eminem, placed second with 13.6 million views. Unlike Chevrolet, Chrysler chose to spend all its Super Bowl advertising dollars in one, giant two-minute ad. You’ll find it right here.

Chevrolet caught the third and forth place slots on the chart with the efficient Cruze Eco sedan and the Camaro. Watch the amusing Camaro ad below.

As many in the advertising world know, February is a big month for the industry. Super Bowl has passed and the automotive ads from the big game flood the chart. This top ten chart set a new record across every metric that we track as it relates to the most watched automotive video ads. As a means of comparison, last year the view count in aggregate across the top ten campaigns for February 2010 totalled 15 million. This year, we see a whopping 89.1 million(!!). That's nearly a 500% increase. There's two reasons why we think this increased viewership occurred. The first is that we've noted ever increasing viewership in online video in nearly every instance. Our research of 2010 in review for social video illustrates this same trend. The second reason is that the auto industry was still feeling the pinch of a recession last year and had not invested as much effort to advertise during last year's Super Bowl. This year with the economy improving and the auto industry similarly looking up, the spread of new automotive ads featured in the big game was wider as well. Here's what we're seeing:

This MonthLast MonthVehicleVideoCurrent Month Views% Change In ViewsMonths On ChartAgency
1NEWVolkswagen PassatThe Force43,207,984NEW1Deutsch
2NEWChrysler 200Imported From Detroit13,627,890NEW1Wieden + Kennedy
3NEWChevrolet Eco CruzeCruze6,605,412NEW1Goodby Silverstein & Partners
4NEWChevrolet CamaroCamaro Super Bowl5,855,838NEW1Goodby, Silverstein & Partners
5NEWVolkswagen BeetleBlack Beetle5,428,567NEW1Deutsch
6NEWHyundai ElantraCompact Conspiracy3,873,682NEW1Initiative
7NEWAudiLuxury Prison3,840,888NEW1Venables, Bell & Partners
8NEWKia OptimaOne Epic Ride2,743,176NEW1David & Goliath
9NEWHyundai Sonata HybridAnachronistic City2,010,443NEW1Innocean
10NEWBMWChanges1,938,527NEW1Kirshenbaum Bond Senecal & Partners


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