Samsung Made a 66-Minute Arthouse Film About Clothes Going Around in Its Washing Machine

Movie, scored by Michael Nyman, follows hypnotic 3-minute TV ad

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Inspired by ASMR and slow TV, advertising is coming around to the idea that boring content might not be that boring after all.

We saw this with Ikea’s awesomely tedious preroll ads. And now we can Samsung to the list of brands that are turning unremarkable footage into something bordering on mesmerizing.

Samsung U.K. has made a 66-minute film all about the family wash cycle on its QuickDrive washing machine. That’s right—it’s a whole hourlong film about clothing going around and around while you watch.

But there’s more to the film, which is simply called Washing Machine, than just the monotonous if hypnotic visuals.

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