The Longest Ad Ever; Arby's 13 Hour Commercial Shows How Brisket Is Cooked

Stunt By Fallon Promotes Brisket's Smoky Flavor

Published On
May 29, 2014

Editor's Pick

It may be mind-numbingly boring, but Arby's new commercial has already won one award -- that is, in the Guinness Book of Records. At 13 hours, it's the longest ad ever made, and there IS kind of a point to it; it demonstrates that Arby's brisket is, um, smoked for 13 hours. Creative agency Fallon (appointed as Arby's agency in January) really did film the brisket being cooked at a smokehouse in Texas, and apart from the chef removing the brisket at the end of the film, all we see is the piece of meat sitting there and sizzling. The ad aired first last weekend on a microsite, and as an incentive to watch during its run, online viewers could win prizes that will popped up on the website intermittently throughout.

According to the New York Times, the agency's "goal was to demonstrate that the hickory smoke flavor was the real thing." The previous record for the length of an ad was held by Nivea, which ran a 60 minute commercial in Switzerland in 2011.