This ad showing a Leica camera being polished is genuinely 45 minutes long

Is this the most boring ad ever made? Well, it depends on how you look at it.

If you’re into the "happy snap", the "quick fix", the "closest biscuit on the plate", as Leica explains, then this film is probably not for you.

However, if you appreciate obsessive craftsmanship, then watching nearly 45 minutes of an expert scrubbing the new Leica T’s aluminium body by hand will be time well spent.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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