Arby’s has just wrapped up its first 13-hour commercial, which is intended to remind you that the brisket in their Brisket Sandwich is actually smoked in a proper smoker for exactly that length of time. It’s not, admittedly, particularly scintillating, unless you get off on watching meat:
In the dialogue-free commercial, a brisket is placed in a smoker that has been fitted with a glass window and internal light, and it cooks on the screen in one uncut shot. Finally, the brisket is removed from the smoker and Neville Craw, Arby’s corporate executive chef (only his arms and apron-clad torso are seen), slices off some and assembles the sandwich, which includes smoked Gouda cheese, crispy fried onions and barbecue sauce.
The live-TV airing on channel 6.2 in Duluth — Guinness insisted it be carried somewhere on actual television to qualify for Longest Commercial honors — will be followed by a Webcast at www.13hourbrisket.com on Wednesday, starting 8 am Central.
How this compares in excitement level to, say, the Yule-log broadcasts at Christmas, remains to be seen.