This Old Spice commercial is crowned to be the ultimate "ad-Inception" campaign. A whopping 14 hours in length, the video seeks "to convey the idea that [...] the commercial lasts as long as the new Old Spice amazing fragrance." The ad is aired online via ocomercialinfinito.com.br and the record-breaking campaign has been launched in partnership with Wieden+Kennedy São Paulo, Brazil.
Highlighting the company's Durascent technology, the Old Spice commercial truly takes an interesting approach to engage consumers. The entire campaign consists of separate ads that are seamlessly fed into each other. Because of this, the incredibly lengthy video gains a certain cinematic quality. In addition, to boost the popularity of the Old Spice commercial, the video entertains some fantastical landscapes, as well as some star guest appearances like American actor Terry Crews.