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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1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
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1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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