On Wednesday (6 August), Lexus released an online film that showed skateboarder Ross McGouran demonstrating the hoverboard it created using superconductors and magnets.
A teaser film of the hoverboard released in June had whipped up excitement and the new campaign, which was created by CHI & Partners, was hotly anticipated, translating into five million hits on YouTube in two days.
On the other hand, DC Shoes released "Robbie Maddison’s pipe dream" with little or no fanfare on 2 August – at least as far as Campaign was aware.
The film, which was marshalled in-house by DC Shoes without the aid of an agency, shows stunt rider Robbie Maddison riding a converted dirtbike on giant waves in Tahiti. The video has amassed more than 12 million views on YouTube, in addition to waves of news coverage.
But which was more impressive? Vote below for your say.