Arby’s made history 5/24 by setting a Guinness World Record for the longest television commercial ever aired. The Smokehouse Brisket sandwich, Arby’s featured limited-time offer this May, is slow smoked for 13 long hours. In an effort to demonstrate the smoking process in its entirety, Arby’s piloted an on-air commercial of just their brisket smoking in a smoker for 13 hours.
KBJR-TV, the NBC affiliate in Duluth, MN aired a 13-hour commercial for Arby’s smoked brisket sandwich on its digital subchannel.
“We are thrilled to have ‘smoked’ a Guinness World Record,” said Rob Lynch, Brand President & Chief Marketing Officer 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.”
Arby’s will air a digital encore to the broadcast airing at 13hourbrisket.com on 5/28, featuring $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 2011. The Arby’s commercial is among the first from its AOR, Fallon, who was appointed earlier this year to lead the strategic creative development and implementation for the brand’s television, radio, print and digital.