Surreal seven-day Fentimans spot becomes world’s longest advert

Like the soft drink version of Waiting for Godot, the ad follows one man watching over a singular batch of Fentimans as it brews.

1 June 2023

Fentimans has beaten Old Spice’s record for the world’s longest advert by 154 hours. The new campaign, filmed with one static camera in the Northumberland countryside, follows Fentimans’ master brewer as he watches over a batch of Rose Lemonade for seven days, trying to fill the unspeakable stretch of time with activities like juggling, plate spinning and learning to speak Bulgarian – “a nod to the Bulgarian Rose Oil used in Fentimans Rose Lemonade,” says a release. Readers can watch the advert, by creative agency Orange Panther Collective, at the Fentimans site.

Old Spice’s “world’s longest advert” was created by Wieden+Kennedy São Paulo and released in 2018. The idea was an endless commercial showing one advert inside another for 14 hours. Fentimans’ is less action packed, just showing the master brewer trying to pass the time with a tent pitched nearby (hopefully he’s getting time in lieu).

The Longest Advert Ever aims to celebrate Fentimans’ unique botanical brewing process, which takes at least seven days. “A slow process which is essential to creating the brand’s unparalleled distinct depth of flavour,” says the release.

During the seven-day campaign Fentimans will run a series of corresponding promotions, including a consumer competition asking audiences to find one of eight surprises hidden in the advert. The brand has also partnered with Global Street Art to build a “slow mural” over the course of seven days in Manchester.


Orange Panther Collective: Fentimans, Longest Advert Ever (Copyright © Fentimans, 2023)

Hero Header

Orange Panther Collective: Fentimans, Longest Advert Ever (Copyright © Fentimans, 2023)

Share Article

About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. In January 2023, they became associate editor, predominantly working on partnership projects and contributing long-form pieces to It’s Nice That. Contact them about potential partnerships or story leads.

It's Nice That Newsletters

Fancy a bit of It's Nice That in your inbox? Sign up to our newsletters and we'll keep you in the loop with everything good going on in the creative world.