Arby's smokes a record with 13-hour brisket ad
| 27 May 2014
Roast beef purveyor Arby's has set a Guinness World Record for the longest television commercial ever aired.
The spot depicts the meat being used for its Smokehouse Brisket sandwich, Arby's featured limited-time offer this May, in a smoker for 13 long hours.
The 13-hour spot aired on Saturday 24 May and the Guinness World Record was confirmed shortly thereafter.
"We are thrilled to have 'smoked' a Guinness World Record," said Rob Lynch, brand president and CMO of Arby's Restaurant Group. "If there was ever a doubt that we actually pit smoke our brisket for 13 hours over real hickory wood, this ad makes it pretty mouth-wateringly clear that we do."
On 28 May, Arby's will air a digital encore to the broadcast, at 13hourbrisket.com. It will offer $20,000 in barbecue-themed prize giveaways. The worldwide debut will include a "meat feed" with social commentary from Arby's at various smoking milestones, meat facts and prize announcements, including thirteen $1,300 cash prizes, smokers, barbecue books and cooking utensils.
"The decision to make a 13-hour commercial was a step forward in our journey to surprise and delight our guests and fans," added Lynch. "What better way to show meat lovers our unique 13 hours smoking process in all its glory?"
The previous holder of the Guinness World Record for the longest on-air television commercial was NIVEA, who aired a 60 minute spot in Switzerland in December of 2011. The Arby's commercial is among the first from its new advertising agency, Fallon, who was appointed earlier this year to lead the strategic creative development and implementation for the brand's television, radio, print and digital channels.