The ad, which aired over the weekend on a Duluth television station, broke the record for the longest on-air television commercial, which NIVEA set with a 60-minute spot in Switzerland in 2011.
"We are thrilled to have 'smoked' a Guinness World Record," said Rob Lynch, brand president and CMO of Arby's Restaurant Group, according to Rapid TV News. "If there was ever a doubt that we actually pit smoke our brisket for 13 hours over real hickory wood, this ad makes it pretty mouth-wateringly clear that we do."
As an encore, Arby's is currently streaming the broadcast on 13hourbrisket.com.
During the "meat feed," Arby's will be distributing thirteen $1,300 cash prizes, smokers, barbecue books and cooking utensils.
This is how the chain describes the sandwich that has inspired all of the hype:
"Arby's Smokehouse Brisket Sandwich is loaded with smoky layers. First you've got your tender brisket, smoked with real smoke from real fire for over 13 real hours. Then you've got Smoked Gouda, mayo and its tangy counterpart, Barbecue Sauce (inherently smoky)—all garnished with crunchy fried onions and sitting inside a delicious bun."