Like watching paint dry? Arby’s has just the programming for you.

Between 2 p.m. Saturday and 3 a.m. this morning, residents of Duluth, Minnesota could tune into local channel 9 and watch the smoking of an Arby’s brisket.

That’s all it was. Just a hunk of meat cooking. For 13 hours.

The New York Times reported that the 13-hour spot destroys the previous Guinness World Record for the longest advertisement, a record held by Nivea for a one-hour Swiss commercial in 2011.

The campaign generated little local buzz, though it’s unclear if anyone actually tuned in for the whole broadcast.

What about all those people who live outside Duluth but still want to partake in a half-day of meat-watching? Not to worry.

Arby’s has another 13-hour brisket session slated to stream online Wednesday starting at 9 a.m.

(H/T: The Daily Dot)

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