W+K São Paulo's Record-Breaking Spot for Old Spice Will Never End

Wieden + Kennedy São Paulo and Old Spice have teamed up to create the first ever endless commercial. The film aired for 14 hours on the Woohoo channel, becoming the longest TV ad in television history and granting the client and agency a Guinness Book of Records award. The spot will be on air for eternity at www.ocomercialinfinito.com.br

"The idea for the whole project came from the new technology of Old Spice, Durascent, that makes you smell good 'forever'," says Vitor Fernandes, marketing manager for deodorants. 

"At a time when advertising content is getting shorter, with increasingly telegraphic messages, Old Spice goes against the grain and launches a commercial that literally lasts forever. A pleasure to work with brands that are always willing to break the rules," said Renato Simões, executive creative director, Wieden+Kennedy São Paulo.