Posted on by Mark Tungate
Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene
Old Spice Scores Longest Commercial Ever
15 Feb
It’s very hard to top Old Spice, so much so that the infamous deodorant brand can’t match its own feat; until it did this:
Please pay attention to ‘Watch Responsibly’ warning before diving in.
While just over 3-minutes, this all-new Old Spice spot already broke the Guinness World Record for longest commercial in history. According to DesignTaxi, this TV spot is produced in partnership with Wieden+Kennedy São Paulo (Brazil). The idea: show an Inception like concept for all the TV spots (some running for less than 10-seconds) in a seamless narrative. Next, the men’s fragrance continuously loop the spot for 14-hours on the Woohoo channel, in an unbroken and seamless manner; that’s how it secure the Guinness win.
Before anyone can do it, Old Spice tops this major feat as well via running this advertisement for all eternity here: ocomercialinfinito.com.br.
An English version is also out in the wild:
The primary message this TV spot wants to convey is how the “commercial can last as long as the all-new scent for men. It also, indirectly, mentions the next-gen Old Spice Durascent technology it uses.
MARKETING Magazine is not responsible for the content of external sites.
After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.
We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.
Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.
Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.
Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.
Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.
