Laphroaig Single Malt Scotch Whisky is testing the conventional wisdom that people -- especially millennials -- are suffering from incredibly short attention spans. The Beam Suntory-owned brand today unleashed a politically-themed video that lasts, wait for it, three-and-a-half hours. And it was filmed in one take, according to the brand.
The so-called "Laphroaig Filibuster" stars comedian Andy Daly reciting thousands of real opinions that consumers shared about the whisky during the past three years as part of its "Opinions Welcome" campaign. The agency on the new video is Multiply.
Laphroaig does not shy away from negative reviews. In fact, the brand embraces them, stating: "While politicians argue about policy and experience, Laphroaig Single Malt Scotch Whisky is shining light on another passionate debate that has been gripping the country for years: is our scotch a peaty, smoky delight, or does it smell like a burning hospital?"
You can see all the opinions here. Or, if you have three and a half hours to kill, watch the video, in which Mr. Daly includes a nod to some of the most famous moments in American filibuster history, including Huey Long (15 hours and 30 minutes) and Wendy Davis (11 hours).
As for whisky campaigns, Laphroaig might have just set a new record for longevity, besting Nick Offerman's 45-minute "Yule Log" performance for Lagavulin Single Malt Scotch Whisky.