Viral advertising in 2011 generally did one of two things: used creative concepts that have worked before and upgraded them for more exposure (see: New Old Spice Guy), or broke the mold and went for the visceral appeal rather than the superficial.
Wieden & Kennedy, Portland, Ore., obviously went for the first. The perennial appeal of Old Spice has given that shop the top spot among creative agencies. Deutsch, L.A., which came in second, went for the new, proving that a good story is the backbone of good creative. Super Bowl work continues to get the viral clicks. All three spots from third place agency Goodby, Silverstein & Partners, which garnered 85 million views in 2011, came from the Super Bowl, led by the work that came out of the shop's crowdsourced campaign for Doritos