Samsung is treating U.K. viewers to an ad showing nothing but clothes in a washing machine going around and around for three minutes and 20 seconds.
The South Korean electronics giant claims it is the longest single-shot ad ever screened on U.K. television. It screened on Britain's second biggest commercial station, Channel 4, during Friday night prime time.
There is a moment of drama, when someone uses the new AddWash feature, which enables forgotten clothes to be added during the cycle. And the monotony is broken occasionally by a counter telling you how long you've been watching the washing, or words popping up on screen telling you what you could be doing instead: learn to speak a language or play an instrument, for example.
Samsung's hashtag, #LifesTooShort, highlights the fact that the new QuickDrive cuts laundry time in half. According to Samsung's research, the average mindless Brit spends 61 days across a lifetime just watching the washing go round.
For people who like this kind of thing, the ad finishes with a promise of more to come: "If you love fast washing, check out 'Washing Machine: The Movie," coming soon.
Mark Seaman, head of domestic appliances at Samsung U.K. and Ireland, says in a statement, "This commercial shines a spotlight on the performance of the machine itself to create a mesmerizing spectacle where art meets technology."
The spot, by agency Taylor Herring, fills up a single Friday night ad break during popular U.K. show Gogglebox on Channel 4. Stars from the show --which is based on a similarly mundane principle of watching people watch TV -- will stir up online conversation by tweeting about the commercial while it's on air.
Samsung's ad also references the "interludes" --a kind of old-fashioned screen saver -- that used to appear on commercial-free British TV in the 1950s when no show was playing. A rotating potter's wheel was one of the more popular interludes on show. It also references the "Slow TV" movement, which began a couple of years ago in Norway and lets viewers watch life unfold in real time on their screens.