Arby's airing 13-hour commercial

Arby's smokehouse brisket sandwich is seen in this screenshot from a standard-length commercial....

Arby's smokehouse brisket sandwich is seen in this screenshot from a standard-length commercial. (SCREENSHOT)

QMI Agency

, Last Updated: 2:27 PM ET

If your idea of a perfect weekend is staring at your TV and salivating while watching a beef brisket being smoked, you should be in Duluth, Minn., Saturday.

Starting at 2 p.m. ET and wrapping up at 3 a.m. ET on Sunday, local TV station My9 will be airing a non-stop commercial for Arby's smokehouse brisket sandwich.

“As you’d expect, the idea around airing a commercial for 13 hours required that we cast a pretty wide net,” Arby’s spokesman Jeff Baker told the Duluth News Tribune. “There were very few folks who could do this the right way, and we had the most confidence in working with My9 and their ability to be quite flexible with what I’m certain was a very challenging request.”

The paper says that when the commercial passes the one-hour mark, it will have exceeded the Guinness World Record for longest TV commercial currently held by Nivea.

Why 13 hours?

According to Arby’s, that's the amount of time its beef brisket is smoked with hickory wood in a Texas smokehouse before being deemed ready for the sandwich.

The company says the sandwich, offered for the first time last year, was the most successful new product in its 50-year history.

 


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