Something happened on the Global Ads Chart in September that has not happened in 26 months. Since being launched way back in July 2, 2009, Evian's record-breaking Roller Babies ad has been a permanent fixture in the top 20 most shared commercials. That is until now. After 104 consecutive weeks at the top, last month finally saw the groundbreaking ad finally drop out of the top 20 to number 40.
Of course, all good things must come to an end, and the commercial, part of the record-smashing Live Young campaign, has certainly enjoyed its fair share of success, winning countless awards and breaking records galore.
But then after almost two years, it is not surprising that the share rate across Facebook, Twitter and the blogosphere has finally reached its saturation point. There are probably not many people left who have not seen the ad. Even my mum has.
September has, however, brought in a batch of fresh, new ads on to the Viral Video Chart.
Indeed, Facebook isn't the only one focusing on timelines right now, with three commercials in the top 20 that have their feet firmly in the past.
At number 4 is an ad for the new Westfield shopping centre in Stratford, East London.
Created by The Viral Factory, the video celebrates 100 years of East London fashion in just 100 seconds and features two models dancing their way through a century of style.
The clip, shot over four days, has already attracted over 2.74 million views since it was uploaded on August 26, guaranteeing the new centre a grand entrance.
However, the trip down memory lane does not end there. At number nine is a very cool campaign from Nike and eBay designed to help raise funds for The Michael J Fox Foundation for Parkinson's Disease Research.
Created by Wieden+Kennedy, Back For The Future features Saturday Night Live regular and Superbad actor Bill Hader, NBA star Kevin Durant and a pair of sneakers from the iconic 80s franchise, Back To The Future, created specifically for the campaign.
The 2011 limited edition Nike Mag, auctioned off through eBay, is designed to be an exact replica of the trainer, including a glowing Nike name on the strap.
However, unlike the movie version, these shoes won't lace themselves, which is a big problem for Christopher Lloyd, who reprises his role as the time-travelling mad professor Doc Emmett Brown from the popular trilogy.
But, while Nike's commercial featured a star from the 1980s, Dior fans were treated to something even more special in the new J'Adore commercial, thanks to a little help from Hollywood's most iconic female stars.
The beautifully shot video, created by TBWA\Paris, was the 14th most shared ad during September – and it is not hard to see why.
It stars Charlize Theron and is set in the sumptuous setting of the Galerie des Glaces in Versailles, as the actress prepares for a fashion show alongside none other than Marilyn Monroe, Grace Kelly and Marlene Dietrich.
However, the most successful new ad to appear on the top 20 last month comes from the world of taxidermy.
Yep, Chuck Testa, desperate to drum up some business for his taxidermy business in Ojai Valley, California, enlisted the help of filmmakers and YouTube sensations The Commercial Kings.
The result? Just over a minute of pure internet gold. In fact, the hilarious clip was so tongue-in-cheek many questioned whether it was a genuine ad at all. Chuck even made a follow-up video just to reassure people that he was indeed the real deal.
Not that it stopped people sharing it in their thousands. Chuck Testa's brilliant commercial was the 3rd most shared ad during September, with 545,000 shares across Facebook, Twitter and the blogosphere.
It was pipped only by Kia's Party Rock Anthem, which featured on last month's round-up, and the return of Budweiser's 9/11 commercial from 2002, the most shared Super Bowl ad of all time, which picked up momentum during the 10th anniversary of the terrorist atrocity.
Other notable newcomers on to the top 20 include an interactive ad from Danish bus company Movia which highlights the difference between how you think you are acting while drunk and how you are really behaving, a fantastic prank from Carlsberg Belgium involving a cinema and a bunch of angry bikers, plus a fantastic French commercial for Bouygues Telecom, starring a cast of cats.
Top 20 Global Video Ads For September 2011
1. Kia Soul Hamster Commercial – Party Rock Anthem
2. 9/11 Bud Commercial - AIRED ONLY ONCE
Brand: Ojai Valley Taxidermy
Brand: Westfield-Stratford City
Brand: DC Shoes
8. Back To The Start
9. Back For The Future
Brand: Bouygues Telecom
11. Dexter Season Six Trailer
Brand: Channel 4
Brand: Sesame Street
Brand: Twentieth Century Fox
Brand: DnB Nor
Brand: Red Bull
Brand: Byturen and Movia