Arby’s Runs A 13-Hour, Single Shot Commercial Of Brisket Smoking

Arby’s Runs A 13-Hour, Single Shot Commercial Of Brisket Smoking

The fast food chain's latest spot is meant to promote the company's new Smokehouse Sandwich.

Leah Gonzalez
  • 28 may 2014

TV ads have been getting shorter and shorter. Probably because more and more people are now using mobile devices and it’s becoming even trickier to get people interested or engaged in various types of content, ads included.

Fast food chain Arby’s, however, has no qualms with putting out a TV commercial that’s about half a day long. The company has just debuted its latest TV ad and it runs for 13 hours.


The new TV commercial was created to promote the company’s Smokehouse Brisket Sandwich and it is basically a 13-hour long film of meat being smoked in one continuous shot, reminiscent of a Christmas yule log video.

The TV ad was first broadcast on a single station in Duluth, Minnesota over the Memorial Day weekend. The ad was also entered into the Guinness Book of World Records and broke the record for the longest television commercial. The previous record was 60 minutes, held by the brand Nivea for an ad that aired in Switzerland back in 2011.


The commercial is completely devoid of dialogue and just shows a brisket being smoked for 13 long hours at the Texan smokehouse that cures Arby’s brisket. The smoker has a glass window and a light inside so that the smoking brisket would be visible to the outside. Towards the end of the ad, Arby’s Corporate Executive Chef Neville Craw — or his arms and torso, rather — is shown removing the brisket, slicing it, and assembling the Smokehouse Brisket Sandwich by adding other ingredients like smoked Gouda cheese, crispy fried onions and barbecue sauce.

Creating the commercial had its challenges such as making sure the brisket is visible from the outside and making sure the internal light doesn’t burn out. According to The NY Times, a crew stayed awake for about 24 hours to make the single-shot commercial.

The commercial is currently airing online at Viewers of the online broadcast have a chance to win prizes by clicking on dialogue boxes that pop up throughout the commercial. After the online broadcast, the ad will be made available via a YouTube link.


[h/t] NY Times, Business Journal


Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology october 21, 2016

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture october 21, 2016

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Future of Automotive

See All
Retail october 21, 2016

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Related Expert

Jordan Fish

Build-Your-Own StoryTeller

Travel october 21, 2016

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment october 21, 2016

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI october 21, 2016

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 17, 2016

Home Depot Green Energy Expert: Americans Are Taking Control Of Their Power Use

Green tech expert Jennifer Tuohy discusses new home energy tech and developments for renewables in the US

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials october 21, 2016

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food october 21, 2016

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising october 21, 2016

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail october 21, 2016

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children october 21, 2016

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants october 21, 2016

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology october 21, 2016

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

No search results found.