The Science of Virality

Why does one video get 2 billion views while another struggles to hit a few thousand? Is it just budget, or is there a secret formula?

Today, I’m breaking down 5 legendary viral commercials (and a few fascinating bonus examples) to uncover the strategies behind their massive success.

Let’s dive in.

1. Doritos: The "Opposites" Formula (2.1 Billion Views)

This ad didn’t just go viral; it became a cultural phenomenon. It wasn’t pushed by paid pre-rolls—this is organic virality at its finest.

Why it worked:

• The "David vs. Goliath" Archetype: The story pits a small child against a massive Sumo wrestler. The contrast creates immediate tension and humor.
• Product as the Hero: The plot revolves entirely around the product. The twist? The boy wins, defying expectations.
• No "Commercial" Gloss: It feels raw and authentic, removing the mental barrier we usually have against slick advertising.
• Universal Language: The humor is visual, meaning it breaks language barriers instantly.

Takeaway: If your brand allows for boldness, don’t be afraid to mix absurdity with a clear product focus.

2. Honda "Paper": The Power of Craft (77 Million Views)

A 2-minute commercial in an era of 15-second attention spans? Yes, and it worked brilliantly.

Why it worked:

• Nostalgia: Using toy cars triggers childhood memories for the adult target audience.
• Accidental ASMR: The clicks, engine sounds, and paper textures create a deeply immersive sonic experience.
• Visual Mastery: Even 12 years later, the stop-motion technique looks fresh. It tells the brand's 65-year history without feeling like a history lesson.

This ad likely gave directors Ian Smith & Adam Foulkes the green light for years of creative freedom with Honda: https://vimeo.com/771142987/e9567d41fe

3. William Painter: Comedy Direct Response (70 Million Views)

This is a classic example of Comedy Direct Response—wrapping a sales pitch in a stand-up routine.

Why it worked:

• Rapid Pacing: The scene changes every 3-5 seconds (new set, new outfit, new joke). This prevents the viewer's brain from getting bored.
• Outrageous Claims: Can sunglasses really open a beer bottle? The claim is so wild you have to click to verify.
• The Actor: You might recognize James Schrader, the face of Dr. Squatch (another viral giant). His delivery is key to the format's success.

4. Volvo: The Epic Split (126 Million Views)

Jean-Claude Van Damme doing the splits between two moving trucks. It’s iconic.

Why it worked:

• The Perfect Storm: A legendary star + a nostalgic stunt + a clear product benefit (steering stability).
• Visual Beauty: The sunrise, the music (Enya), and the slow reveal create a mesmerizing effect.
• Safety Note: Yes, there were safety lines and platforms for his feet, but the stunt remains impressive.

The Failure: Volvo "The Tower" (7k Views vs. 100M)

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Volvo tried another complex stunt with 4 trucks stacked on top of each other. Why did it flop?

• The pacing was off. It starts with slow, surreal shots. By the time you realize it's a tower of trucks (45 seconds in), the viewer has already scrolled away.
• Lesson: The first 5 seconds are everything.

5. Mobile Strike: Action Escalation (105 Million Views)

The first mobile game ad to use Hollywood A-listers in a classic TVC format.

Why it worked:

• Immediate Hook: It starts with Arnold Schwarzenegger.
• Escalation: The action starts high and just keeps getting bigger and louder.
• Legacy: Developer Machine Zone spent years perfecting this cinematic style with Game of War (remember Kate Upton?).

Bonus: More Viral Strategies Explained

Here are four more examples of videos that cracked the code, each using a unique psychological trigger.

6. The Tearjerker: "The Farmer’s Dog" (36 Million Views)

This ad uses the ultimate emotional weapon: the lifespan of a pet. By showing the journey of a dog growing old with its owner, it guarantees an emotional reaction. It’s a "tearjerker" strategy—creating a deep emotional bond that makes the viewer feel vulnerable and open to the brand's message of care.

7. The "Anti-Ad": Ryan Reynolds & Kraft Mac & Cheese (11 Million Views)

Why does this work? It breaks the "polite" rules of advertising.

• The Hook: It uses mild swearing and "real talk," which is shocking for a family brand like Kraft.
• The "Deadpool Effect": Ryan Reynolds brings his signature meta-humor. He acknowledges it's an ad, which disarms the viewer.

8. The Absurd Mix: Topaz Video AI (10 Million Views)

This video succeeds by connecting the unconnected. It blends completely different visual styles and concepts into a surreal flow. It captures attention through sheer confusion and curiosity—you watch just to see what happens next.

9. The Customer Pattern: McDonald's

This isn't about stunts; it's about relatability. McDonald's recognized a universal customer behavior (the specific way people order) and turned it into a campaign. When viewers see themselves in the ad ("Hey, I do that!"), it creates an instant connection.

Ready to create your own viral campaign?

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At Lava Media, we combine creative storytelling with production expertise to help brands stand out.
👉 Check out our portfolio: https://www.lavamedia.us/portfolio