Wieden + Kennedy Sao Paulo: Old Spice creates a never-ending ad for an everlasting fragrance

In 2017, Wieden + Kennedy Portland and Old Spice made an invisible movie for an invisible spray, Old Spice: The Movie. It was two hours long, and apart from a few seconds of weird credits, odd titles and unfathomable sequences dotted through it, there was nothing to see.

W+K: Old Spice Invisible Spray launches 2 hour invisible movie

Now Old Spice has created an everlasting fragrance. And Wieden + Kennedy São Paulo has given it an ad called O Filme Infinito (Endless Commercial), that goes “forever” – forever being 14 hours in its first run on Woohoo and winning Guinness Book of Records recognition for the longest TV ad. It’s an ad, inside an ad, inside an ad…

The spot is now running forever (literally) at www.ocomercialinfinito.com.br

As well as the complete film, six promos were produced to support it on digital channels and TV, as well as a cutdown (nearly four minutes long) and a short video explaining the ad.

The campaign will run throughout Latin America and Mexico.

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

“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,” added Renato Simões, executive creative director, Wieden+Kennedy São Paulo.