Instead, a pair of luxury brands proved to be unexpected YouTube stars, thanks to Martin Scorsese, Matthew McConaughey and David Bowie.
Last week, an arty, black-and-white Scorsese-directed Dolce & Gabbana spot took off on YouTube, landing it atop the VideoWatch/VidIQ branded video ranker with 3.2 million views and an 84 percent average view-through. The one-minute clip, which also features Scarlett Johansson, even prompts users to check out a director's cut.
In second place on the ranker was a similar, so-not-typical YouTube music video for Louis Vuitton featuring an extremely young-looking David Bowie. That spot delivered 3 million views.
Check out the full VidIQ chart here:
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.