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

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Agency and brand recognised in the Guinness Book of Records for longest TV ad

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

"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.

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Digital Production Company

Digital Production: Slikland

Production Company

Director: Fernando Nogari

Production Company: CONSPIRAÇÃO

Creative Agency

Account Management: Isabel Rudge, Bruno Capasso

Art Director: Felipe Paiva, Jose Ferraz

Client Approval: Isabel Pimentel, Clarissa Cayedo, Vitor Fernandes, Alan Chernovetzky, Natalia Passarinho

Copywriter: Rafael Melo

Creative Agency: Wieden + Kennedy São Paulo

Creative Director: Bruno Oppido , Caio Mattoso, Rodrigo Mendes

Digital Producer: Mauricio Junior, Ricardo Barbin

Executive Creative Director: Eduardo Lima and Renato Simões

Head of Art: Bruno Oppido

Planners: Gui Pasculli, Marcelo Chabes, Thiago Luan, Henrique Kobayashi , Felipe Zyman Mídia/Media Alexandre Ugadin, Caio Melo, Guilherme Salgueiro, Liese Lemee

Producer: Regiani Pettinelli, Fernanda Moura, Jin Park

Genres: People

Categories: Beauty & Health, Deodorant, Fri, 08 Feb 2019 10:05:03 GMT