The biggest viral videos of 2012

In this roundup from the Encore and Mumbrella Annual, we look back at the seven biggest viral video hits this year.

1. Dumb ways to die

The most viral Australian-made, brand-funded video of all time, this three-minute message about the dangers of messing about with trains was funded by Metro Trains and created by McCann Melbourne. It hit the front page of Reddit and generated 6m views in its first 48 hours.

2. Gangnam Style – Psy 

This is likely to be the most watched YouTube video for some years to come with more than 760m views. Intended as a commentary on the hyper-wealthy district in Seoul, most people probably know it as the horsie dance embarrassingly attempted by many of media’s finest.

3. Kony – Invisible Children

What began as an impassioned 27-minute plea to overthrow an oppressive military tyrant, notching up 80 million views in a day, ended in apathy and alleged public masturbation by the filmmaker.

4. Carlton Draught – Beer chase

This clever video outlines what would go down if cop chases happened on foot. Top notch comedy from Clemenger BBDO Melbourne, directed with a light touch by Steve Ayson and described by The Huffington Post as the best beer ad ever.

5. Bondi Hipsters – The life of the organic

Meet Dom and Adrian aka Christiaan Van Vuuren and Nick Boshier, the vowel-mangling style-setters whose biggest hit thus far is The Life Organic (“You know me, I’m on the 333”) with nearly 800,000 views to date.

6. Carly Rae Jepsen – Call me maybe

Since being uploaded in March, the song buried itself deep inside the world’s psyche delivering more than a third of a billion views.

7. A dramatic surprise on a quiet square

The launch of TV channel TNT in Belgium was anything but quiet. When a passer-by pressed the big red button in the town square, all hell broke loose.

mumbrella annual 2012


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