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Kylie's Agent Provocateur viral 'best in the world'

Nov 3, 2009

Kylie's Agent Provocateur viral 'best in the world'

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The raunchy viral for Agent Provocateur starring Aussie pop-princess Kylie Minogue riding a bucking bull in her underwear has been named the most successful celebrity viral campaign in the world.

The 2001 ‘Proof’ campaign, which was banned from being shown in cinemas, has clocked up more than 350 million hits on YouTube since its launch.  

The iconic ad shows Kylie writhing around breathlessly on a red velvet rodeo bull to prove that Agent Provocateur is 'the most erotic lingerie in the world'. At the end of the ad she challenges the men in the audience to stand up and be counted.

Her raunchy ride earned her top spot in a list of 10 best celebrity viral ads of the decade compiled by online content distributor GoViral.

The ad was created specifically for cinema and makes the most of the medium with its lavish and expansive tone. The witty punchline cleverly engages with the audience, and enhances the communal experience of going to the cinema.

Brazilian footballer Ronaldinho came second in the list in the Nike Crossbar Challenge.

The film shows him demonstrating his impressive skills by hitting the crossbar no less than four times, without the ball touching the floor. The clip has been viewed in excess of 50 million times.

Third most popular was US President Barack Obama's Yes We Can song, featuring Will.I.Am of the Black Eyed Peas, Scarlett Johansson and other stars, which was viewed 32 million times.

Last year, the Kylie viral secured the top spot in a poll from Digital Cinema Media (DCM), the market leader in UK cinema advertising, of the greatest cult cinema ads of all time.

The top 10 from GoViral:

Agent Provocateur - Kylie Minogue
Nike Crossbar Challenge - Ronaldinho
Yes We Can - Obama Song
Nike Car Jump - Kobe Bryant
T-Mobile Life's for Sharing - Pink
''I'm ------- Matt Damon'' - Sarah Silverman and Matt Damon
EA Games - Tiger Woods
Chanel No.5 - Nicole Kidman
Samsung - Ozzy Osbourne
Apple Mac - Ellen Feiss

And here's that Kylie ad, one more time:

 


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Your comments
Article 10 presentations
3-Nov-09 09.29
 Unfortunately it does seem to be a preconception that virals are cheap, easy and can just be chucked onto the internet and they will spread like wildfire, but like you say they need to be seeded properly, have a hook and be well produced, and even then they're not a guaranteed success! A challenging, but exciting industry to be in. http://article10.tv/
interactivemix
11-Nov-09 10.49
 The curious thing is that this viral wasn't intended to be a viral, it was intended to be a cinema ad. I have thought for ages that the concept of agencies sitting down to 'create a viral' is ludicrous because it isn't the agency or the idea that decides whether something goes viral or not, it is the audience. Anything can go viral once the audience decides that it is viral but all too often too much time is spent deciding what is and isn't viral. If you look at Viral Monitor most f that isn't viral at all. It is time for us to stop using these outdated terms and realise that we need to provide customers means of creating relationships with clients. I’ve been arguing for a while that what we need to provide is a digital marketing agency that moves away from seeing our marketing as a megaphone and towards seeing marketing as a magnet. Customers and consumers should be at the heart of what we do, not the message.
interactivemix
11-Nov-09 10.49
 The curious thing is that this viral wasn't intended to be a viral, it was intended to be a cinema ad. I have thought for ages that the concept of agencies sitting down to 'create a viral' is ludicrous because it isn't the agency or the idea that decides whether something goes viral or not, it is the audience. Anything can go viral once the audience decides that it is viral but all too often too much time is spent deciding what is and isn't viral. If you look at Viral Monitor most f that isn't viral at all. It is time for us to stop using these outdated terms and realise that we need to provide customers means of creating relationships with clients. I’ve been arguing for a while that what we need to provide is a digital marketing agency that moves away from seeing our marketing as a megaphone and towards seeing marketing as a magnet. Customers and consumers should be at the heart of what we do, not the message.

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