Arby's to air record-setting 13-hour TV commercial in Duluth

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In a DVR age, sitting through a 30-second TV commercial can feel like an eternity. Sixty seconds? Forget it.

So imagine a 13-hour commercial. Arby's did. In fact, the ad is already in the can and set to run this weekend on a single U.S. TV station – in Duluth, Minnesota, the New York Times reports.

The commercial is expected break a Guinness Book of World Records mark for longest commercial, set in 2011 by Nivea, for a mere 60-minute spot that aired in Switzerland.

It's not clear why the ad is airing in Duluth, of all places, but the ad has to be seen on a television channel, not just online, to break the Guinness record, the Consumerist notes.

What the heck happens in a half-day-long Arby's commercial? The cooking of meat.

The spot shows brisket being smoked for 13 hours at the smokehouse in Texas that cures Arby’s brisket, which is how long it takes in real time to cook, the restaurant chain says.

The commercial will be aired in Duluth beginning Saturday at 1 p.m. Central time and end at 2 a.m. Sunday on My9, the local affiliate of MyNetworkTV, the Times notes.

It will also air once online here from 8 a.m. until 9 p.m. Central time Wednesday.

The entire ad effort will cost an estimated $250,000, the Times reports.

Will anyone watch?

The commercial is reminiscent of the "Yule Log" television broadcasts that date to the 1960s and Netflix's revival of it – and people watch that year after year, Inc. notes.

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