That is one Long Ass Commercial

You thought the commercials during your newscast were long, you ain't seen nothing yet.

Arby’s is airing a commercial on a Duluth station that will last 13 hours. 

When the ad finishes it will enter the Guinness Book of World Records, shattering the record for the longest television commercial of 60 minutes, held by the Nivea brand for a spot that ran in Switzerland in 2011.

It's a stunt by Arby's to promote its new Smokehouse Brisket Sandwich.

The company filmed a brisket being smoked for 13 hours at the smokehouse in Texas that cures Arby’s brisket, and using the same cooking duration, cut of meat and seasonings.

In the dialogue-free commercial, a brisket is placed in a smoker that has been fitted with a glass window and internal light, and it cooks on the screen in one uncut shot.

Finally, the brisket is removed from the smoker and Neville Craw, Arby’s corporate executive chef (only his arms and apron-clad torso are seen), slices off some and assembles the sandwich, which includes smoked Gouda cheese, crispy fried onions and barbecue sauce.

Of course the sandwich will look better than anything you ever actually get in the store. They never do.

H/T NY Times