Orange Panther Collective and Fentimans Create the World’s Longest Advert
Premium soft drinks and mixers brand Fentimans has created the 'World’s Longest Advert' as part of its campaign to celebrate its unique Botanical Brewing process, which takes at least seven days. A slow process which is essential to creating the brands unparallel distinct depth of flavour.
The advert, filmed in the Northumberland countryside, authentic to the brand’s North East roots, will air on 1st June 2023 on www.longestadvertever.com and run for seven days or 168-hours - 154 hours longer than the current record for the longest advert ever made by Old Spice.
Within the footage, Fentimans’ Master Brewer will oversee the Botanical Brewing process filmed in the countryside close to Sycamore Gap, over the course of seven days. Over the 168-hour period, he will attempt to keep himself entertained by partaking in various activities, from mastering the art of juggling and plate spinning, to trialling yoga and learning to speak Bulgarian – a nod to the Bulgarian Rose Oil used in Fentimans Rose Lemonade.
Alongside the extraordinary seven day advert, a consumer competition will run from 1st to the 30th of June. Supported by video on demand, the competition will give viewers the chance to win prizes by finding one of eight unusual surprises that take place throughout the World’s Longest Advert. Prizes include a 4 day trip for two to the Brooklyn Botanical Gardens in New York, tickets to Kew The Music festival, dining vouchers for London’s Sky Garden and Fortnum & Mason picnic hampers.
As part of the above the line campaign, Fentimans will also partner with Global Street Art to create a slow mural that builds over the course of 7 Days. The mural will feature the best-selling Fentimans Rose Lemonade, made entirely from hand-painted intricate roses created in a pointillist style, alongside the message “it takes 7 Days to make something amazing”. The mural will appear on 7 Thomas Street in Manchester from 22nd May and will remain in place for a further three weeks.
Jayne Andrews, marketing director at Fentimans, comments: “The 7 Day Botanical Brewing process is what gives our drinks the distinct and complex depth of flavour our customers know and love. What better way to bring our slow process to life, than to set it up for 7 Days for the world to see. And we appreciate that not everyone is at patient as our Brewer, so we’ve added a few surprises and a competition to break up those 7 Days.”
The 7 Day advert will be available to view online at www.longestadvertever.com from Thursday 1st June.
The advert was developed and executed by strategic and creative advertising agency, Orange Panther Collective (OPC). PR & Social agency, O Agency, will support the campaign through PR, influencer relations and social media delivery. Media Strategy & Buying agency, UM, will run a billboard campaign, alongside Video on Demand and Paid Social Media activity.
