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Ads We Like: Old Spice and W+K Brazil break Guinness record with an ‘Endless Commercial’

Old Spice launches the longest commercial in history

Old Spice ads are endearingly strange, but the latest effort by Wieden+Kennedy São Paulo in Brazil and Old Spice is as odd as it is long. In fact, it’s endless, which has earned the ad a Gunness World Record.

The brand and agency have created the first endless spot in history – one commercial, inside another and another, that turns into an endless ad. According to Old Spice, the video will be on air for eternity at ocomercialinfinito.com.br (if you dare).

The film, promoting Old Spice’s Durascent technology, was aired for 14 hours on the Woohoo channel, becoming the longest continuous campaign in television history. The record granted the client and the agency entry into the Guinness Book. The reason for the never-ending length was to drive home the point that the “commercial lasts as long as the new Old Spice amazing fragrance. Watch responsibly,” says a warning label from the ‘Institute of Manly Fragrance’ at the beginning of the film.

The ad, titled ‘O Filme Infinito (Endless Commercial)’ features the participation of actor and brand ambassador Terry Crews, along with aliens, historic figures, bar patrons and various other characters. In a shortened version, a series of quick cuts. It starts with a man in the bathroom spraying the scent on him, with the VO and tag of “Smell amazing forever with the new Old Spice.” Pan out to a couple of guys on a couch watching the ad who then turn to the camera and become pitchmen themselves. Cut to a man in a bar with a can of the scent, saying that it saved his marriage. Cut to a guy laughing at that ad at home. Cut to two aliens in a ship watching that commercial and laughing. Cut to two Renaissance artists in a mountain field with a cow, with a painting of the alien ship and a can of Old Spice. Cut to Terry Crews getting the scent sprayed on him by mini-Terry Crews. Cut to…you get the picture. The quick ads then repeat themselves, but mash different characters into each scene until it becomes wonderfully, dizzyingly confusing.

In addition to the complete film, six drops were produced to support on digital channels and TV. A nearly four-minute version with subtitles and an English voice over, plus a short video explaining the ad, were also made. The campaign will be exported and replicated throughout Latin America and Mexico.

"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, Old Spice.

"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. A pleasure to work with brands that are always willing to break the rules," stated Renato Simões, executive creative director, Wieden+Kennedy São Paulo.

Old Spice ads are endearingly strange, but the latest effort by Wieden+Kennedy São Paulo in Brazil and Old Spice is as odd as it is long. In fact, it’s endless, which has earned the ad a Gunness World Record.

The brand and agency have created the first endless spot in history – one commercial, inside another and another, that turns into an endless ad. According to Old Spice, the video will be on air for eternity at ocomercialinfinito.com.br (if you dare).

The film, promoting Old Spice’s Durascent technology, was aired for 14 hours on the Woohoo channel, becoming longest continuous campaign in television history. The record granted the client and the agency into the Guinness Book. The reason for the never-ending length was to drive home the point that the “commercial lasts as long as the new Old Spice amazing fragrance. Watch responsibly,” says a warning label from the ‘Institute of Manly Fragrance’ at the beginning of the film.

The ad, titled ‘O Filme Infinito (Endless Commercial)’ features the participation of actor and brand ambassador Terry Crews, along with aliens, historic figures, bar patrons and various other characters. In a shortened version, a series of quick cuts. It starts with a man in the bathroom spraying the scent on him, with the VO and tag of “Smell amazing forever with the new Old Spice.” Pan out to a couple of guys on a couch watching the ad who then turn to the camera and become pitchmen themselves. Cut to a man in a bar with a can of the scent, saying that it saved his marriage. Cut to a guy laughing at that ad at home. Cut to two aliens in a ship watching that commercial and laughing. Cut to two Renaissance artists in a mountain field with a cow, with a painting of the alien ship and a can of Old Spice. Cut to Terry Crews getting the scent sprayed on him by mini-Terry Crews. Cut to…you get the picture. The quick ads then repeat themselves, but mash different characters into each scene until it becomes confusing.

Titulo/Title: "O Filme Infinito"
Duração/Duration 1x3' + 1x2' + Website Endless 
Cliente/Client Old Spice
Produto/Product Old Spice Tecnologia Durascent
Ano de Produção/Year of Production 2018
Agência/Agency Wieden + Kennedy São Paulo
Diretores Executivos de Criação/Executive Creative Directors Eduardo Lima e Renato Simões
Diretores de Criação/Creative Directors Bruno Oppido , Caio Mattoso, Rodrigo Mendes
Head of Art Bruno Oppido
Diretor de Criação Digital/Digital Creative Director
Redator/Copywriter Rafael Melo
Diretor de Arte/Art Director Felipe Paiva, Jose Ferraz
RTV/Agency Producer Regiani Pettinelli, Fernanda Moura, Jin Park
Produtor Digital/Digital Producer Mauricio Junior, Ricardo Barbin
Produtora Digital/Digital Production Company Slikland
Atendimento/Account Isabel Rudge, Bruno Capasso
Planejamento/Planner Gui Pasculli, Marcelo Chabes, Thiago Luan, Henrique Kobayashi , Felipe Zyman
Mídia/Media Alexandre Ugadin, Caio Melo, Guilherme Salgueiro, Liese Lemee
Aprovação Cliente/Client Approval Isabel Pimentel, Clarissa Cayedo, Vitor Fernandes, Alan Chernovetzky, Natalia Passarinho
Produtora/Production Company CONSPIRAÇÃO
Diretor/Director Fernando Nogari
Diretor Executivo/Executive Director Luciana Mattar e Patrick Petry
Diretor de Fotografia/Director of Photography Daniel Belinky
Diretor/ Coordenador de Produção/ Production Director Cris Moura
Assistente de Coordenação/ Production Assistant Vinicius Arantes e Bruna Brito
Atendimento Produtora/ Account - Production Company Felipe Rangel
Head of Project Management Larissa Luisi
Assistente de Direção/ Assistant Director Luciana Waszak
Diretor de Arte/Art Director Pedro Catellani "Bolo"
Figurino/ Costume Allan Gandhi
Coordenador de Pós Produção / VFX Producer Junior Braz
Finalizador/ Marcelo Barbosa
Montador/Editor Akira Guilherme
Supervisor de Efeitos/ Special Effects Supervisor Kadu Luca / Ricardo da Costa / Luis Tadeu
Artistas de Composição / Art Composing Kadu Luca / Ricardo da Costa / Luis Tadeu / Juan Camejo / Rogerio Merlino
Motion Designer Lika Miyuki / Guilherme Valente / Anderson Tavares
Correção de Cor / Color Grading Bleach
Produtora de Som/ Audio Facility LOUD
Sound Effects & Mix Equipe LOUD
Trilha - Produção/Soundtrack Production Equipe LOUD
Atendimento Produtora de Som/Account - Audio Production House Edu Bernardo
Locutor/Announcer Brasil: Tata Guarnieri / Latam:Daniel Cubillo

 

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