B. Leica ad

From an Adweek article “Leica Intentionally Makes the Most Boring Commercial Ever. Can You Sit Through It?“:

Leica brings its obsessive German craftsmanship into focus with this tongue-in-cheek video that shows one of its technicians hand-polishing a block of aluminum used as the base of its new T System camera—for 45 minutes.

Polish. Polish. Polish. Look at those gloved hands go. A voiceover tells us that it takes “4,700 individual strokes to finish each body.” Sounds kinky. It isn’t.

Obviously, the video—which is actually somewhat compelling visually in its repetitive way, and certainly provides a stultifyingly tedious glimpse into the brand’s commitment to quality—isn’t really meant to be watched in its entirety. After a couple of minutes, we’re mercifully invited to skip ahead to the end, which, of course, I did.

A voiceover asks, “Is this the most boring film ever made?”

What do you think? Did you enjoy it? Or boring? Please let us know in the Speak Your Mind comment box below or by using our Contact Us page.

Thanks to Andy Oxley, London, for bringing this to our attention.

Posted here May 3, 2014