Nike isn't an official World Cup sponsor, but its three-minute "Write the Future" video broke the record for the biggest audience in the first week of a campaign with 7.8 million views. That record, incidentally, was by another Nike ad: the somber and strange "Earl and Tiger" ad, which debuted earlier this year with 6.3 million views in its first week.
Popularity of Nike's 'Write the Future' spot around the globe.
Nike's World Cup ad started a cast of international soccer stars including Didier Drogba, Wayne Rooney, Franck Ribery and Christiano Ronald. (Mr. Rooney is shown a future living in a trailer if he fails to catch Mr. Ribery steaming toward England's goal.) As the chart from Visible Measures shows, the video truly has international appeal.
Interestingly, Pepsi also is not an official World Cup sponsor, but its "Oh Africa" has spent seven weeks on the Viral Chart.
YouTube is the platform that makes video powerful for viral ads like Nike's, so fitting on the week of its 5th birthday, YouTube landed its own ad on the chart, "YouTube Turns Five." Seven of the entrants this week are chart veterans, including Toyota, Old Spice, Evian, Gillette and Microsoft.
No. 10 is another newcomer, Canada's Fortnight Lingerie, with an example of an ad you probably wouldn't see on TV. It's almost not-safe-for-work content is excused somewhat by a public service in the form of a refresher course on CPR.
Courtesy of Ad Age