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Watch Sample: 14-hour Old Spice commercial sets new Guinness World Record
Longest commercial in history

According to Guinness the commercial features more than 1,600 clips being connected through fast-paced cuts wherein the previous clip ends on a television frame showing the start of the next clip. (Proctor & Gamble)

According to Guinness the commercial features more than 1,600 clips being connected through fast-paced cuts wherein the previous clip ends on a television frame showing the start of the next clip. (Proctor & Gamble)

The makers of Old Spice deodorant was awarded a Guinness World Record for the longest running commercial in history, touting a 14-hour run-time.

Proctor & Gamble's record breaking ad first aired on Brazilian channel Woohoo in São Paulo on Dec. 8, 2018.

According to Guinness, the commercial features more than 1,600 clips being connected through fast-paced cuts wherein the previous clip ends on a television frame showing the start of the next clip.

The company published a truncated 3-minute clip illustrating how the full 14-hour version plays out.

The abbreviated sample ad, posted on YouTube, features an appearance from Old Spice ambassador and Brooklyn Nine-Nine actor Terry Crews.

Old Spice says the commercial will broadcast for an eternity online at this link.

The previous world record was held by Arby's for its 2014 commercial lasting 13 hours, 5 minutes and 11 seconds.

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