Old Spice Breaks Record For Longest Ever Commercial
W+K Sao Paulo has created a brilliantly surreal - and surreally brilliant - spot for Old Spice which has managed to get into the Guinness Book of Records.
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Credits
powered by
- Agency Wieden + Kennedy/Sao Paulo
- Production Company Conspiracao Filmes/Brazil
- Director Fernando Nogari
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Credits
powered by
- Agency Wieden + Kennedy/Sao Paulo
- Production Company Conspiracao Filmes/Brazil
- Director Fernando Nogari
- Executive Creative Director Eduardo Lima
- Executive Creative Director Renato Simoes
- Creative Director Bruno Oppido
- Creative Director Caio Mattoso
- Creative Director Rodrigo Mendes
- Art Director Felipe Paiva
- Art Director Jose Ferraz
- Producer Regiani Pettinelli
- Producer Fernanda Moura
- Head of Art Bruno Oppido
- Editor Rafael Melo
- Executive Producer Luciana Mattar
- Executive Producer Patrick Petry
- Sound Company Loud
- Producer Jin Park
- DP Daniel Belinky
Credits
powered by
- Agency Wieden + Kennedy/Sao Paulo
- Production Company Conspiracao Filmes/Brazil
- Director Fernando Nogari
- Executive Creative Director Eduardo Lima
- Executive Creative Director Renato Simoes
- Creative Director Bruno Oppido
- Creative Director Caio Mattoso
- Creative Director Rodrigo Mendes
- Art Director Felipe Paiva
- Art Director Jose Ferraz
- Producer Regiani Pettinelli
- Producer Fernanda Moura
- Head of Art Bruno Oppido
- Editor Rafael Melo
- Executive Producer Luciana Mattar
- Executive Producer Patrick Petry
- Sound Company Loud
- Producer Jin Park
- DP Daniel Belinky
Brazil agency Wieden+Kennedy São Paulo and Old Spice have entered the Guinness Book of Records for the longest television campaign ever aired.
With the launch of Old Spice's Durascent technology the agency and brand created the first endless spot; one commercial inside another and another and another... The video will be on air for eternity at ocomercialinfinito.com.br and Old Spice also aired the film for 14 hours consecutively at Woohoo channel, becoming longest campaign in television history.
The spot, titled The Endless Commercial, features actor and brand ambassador Terry Crews in a surrealist, comedic film. In addition to the complete film, six spots were produced to support on digital channels and TV. A two-minute version and a 15-second version were aired on different TV channels and the campaign will be exported and replicated throughout Latin America and Mexico.
It's a pleasure to work with brands that are always willing to break the rules.
"The idea for the whole project came from the new technology of Old Spice, Durascent, that makes you smell good forever," said Vitor Fernandes, marketing manager for Deodorants.
"At a time when advertising content is getting shorter, with increasingly telegraphic messages, Old Spice goes against the grain and launches a commercial that literally lasts forever," added Renato Simões, executive creative director at Wieden+Kennedy São Paulo. "It's a pleasure to work with brands that are always willing to break the rules."
You can see the entry on the Guinness Book of Records' site here.
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Connections
powered by
- Agency Wieden+Kennedy São Paulo
- Production Conspiração Filmes
- Sound Design LOUD, Sao Paulo
- Agency Producer Fernanda Moura
- Agency Producer Regiani Pettinelli
- Copywriter Rafael Melo
- Creative Director Bruno Oppido
- Creative Director Rodrigo Mendes
- Executive Creative Director Eduardo Lima
- Executive Creative Director Renato Simões
- Digital Producer Mauricio Junior
- Digital Producer Ricardo Barbin
- Digital Production Company Slikland, Sao Paulo
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