Arby's Is About to Run a 13-Hour TV Ad Showing a Brisket Cooked in Real Time | Adweek Arby's Is About to Run a 13-Hour TV Ad Showing a Brisket Cooked in Real Time | Adweek
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Arby's Is About to Run a 13-Hour TV Ad Showing a Brisket Cooked in Real Time Shatters previous record of 60 minutes

Up for grabbing some Arby's? No? Would a 13-hour TV commercial change your mind?

The fast-food chain is cooking up a record-breaking TV buy promoting its Smokehouse Brisket Sandwich, which viewers will be able to watch prepared in real time as the brisket cooks low and slow in a Texas smoker for more than a dozen hours.

The spot will only air on one station in Duluth, Minnesota.

According to The New York Times, the ad begins with the brisket being loaded into a smoker equipped with an internal light. Then it just sits there and cooks. Finally, half a day later, any viewers still tuned in will see the arms of Arby's chef Neville Craw as he removes the brisket, slices it and compiles it into a sandwich with some gouda, fried onions and barbecue sauce.

The ad will reportedly begin at 1 p.m. Central this Saturday on MyNetworkTV affiliate My9, but those of us outside Duluth will also have a one-time-only chance to watch the meaty magic when it's streamed on 13HourBrisket.com from 9 a.m. to 10 p.m. Eastern on Wednesday, May 28.

Once complete, the ad will have secured a Guinness World Record currently held by Nivea, which ran a (now paltry in comparison) 60-minute ad in Switzerland in 2011.

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