A few weeks ago, Kmart unveiled a rather racy spot for its Joe Boxer brand. And last week, the Show Your Joe clip, featuring six no-pants wearing studs shaking their money-makers to delightful holiday music, saw its views on YouTube jump 100 percent to 12.7 million. That was good enough to put Kmart in second place on the VideoWatch/VidIQ brand video ranking.
Of course, a great week for Kmart is nothing compared to the Volvo/Van Damme split, which is officially a viral phenomenon. As of late Tuesday it had amassed more than 51 million views, landing it atop the chart for the second straight week.
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NOTE: Adweek’s VideoWatch Chart, powered by VidIQ, reveals the Top 10 Branded Web Videos on YouTube every week. The chart tracks more than just pure views, as VidIQ incorporates sharing data from Facebook, Twitter and YouTube, among other data sources in an effort to measure true engagement. Every video is also ranked with VidIQ's proprietary Score which helps judge the likelihood of a video being promoted in YouTube Related Videos, Search and Recommended Videos.