The 13 hour commercial

When Joseph Jaffe wrote his book Life after the 30-second spot I doubt he had in mind that traditional length ads would be replaced by ads that run all day and night.

In fact I doubt anyone ever pictured that happening.

But it has.

US food chain Arby's has been much talked about this year after creating topical conversation around the hat that Pharrell Williams wore to the Oscars.

Now it's gone and created a dialogue free 13 hour ad.

Yes 13 hours.

In essence the ad shows a piece of brisket being cooked. A process that takes 13 hours.

Sounds crazy. And I doubt anyone would watch the whole thing.

But it sure has got people talking.

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