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what company will have the longest commerci...

The question “what company will have the longest commercial” doesn’t have a single, confirmed future answer for 2025 or beyond, but we can anchor it in what’s actually known today and then look at realistic contenders and trends.

Known record holders so far

  • Procter & Gamble (Old Spice, Brazil) holds the Guinness World Record for the longest TV commercial by duration , with a 14‑hour ad that aired in São Paulo in 2018 to promote Old Spice deodorant.
  • The spot ran from 6 a.m. to 8 p.m. on the Woohoo channel and was explicitly designed as a “never‑ending” style campaign.

So as of now, the company with the longest single commercial in history is Procter & Gamble (Old Spice), and no widely reported campaign has overtaken that duration yet.

“Longest commercial” vs “longest‑running”

Forum discussions often blur two different ideas:

  • Longest by duration :
    • Old Spice (Procter & Gamble) with the 14‑hour Brazilian TV commercial.
  • Longest running over time (same ad kept on air for many years):
    • A Reddit discussion cites Guinness noting a Discount Tire ad in the U.S. that has run in some markets since the 1970s, making it one of the longest‑running commercials ever, even if it’s not long in minutes.

So when people ask “what company will have the longest commercial,” some mean marathon‑length ads, while others mean which brand keeps a single spot on air for decades.

Realistic future contenders

No public, credible source today names a specific company that will definitely beat Old Spice’s 14‑hour record by a fixed year like 2025 or 2026. But based on current trends and who has done stunts before, likely contenders include:

  • Global consumer giants:
    • Procter & Gamble, Unilever, Coca‑Cola, PepsiCo, and other FMCG majors have the budgets and history of big creative stunts, including record‑chasing campaigns.
  • Tech and streaming brands:
    • Major tech brands and subscription platforms are investing heavily in connected TV (CTV) and experimental ad formats; 2026 forecasts show ad and CTV players expecting more innovative, non‑traditional commercial experiences as AI drives down production costs.
  • Automotive and airlines:
    • Round‑up pieces about standout 2025 campaigns mention brands like British Airways and big consumer names (Dove, Apple Vision Pro, Pepsi, etc.), which hints that large, global advertisers are comfortable with high‑concept, high‑budget creative and might attempt long‑form storytelling or event‑like ads.

From a “who could do it” standpoint, Procter & Gamble themselves are still a top candidate, simply because they’ve already proven they’ll chase the record.

What’s happening in forums right now

Public forums and subreddits that talk about commercials in 2024–2025 are mostly focused on two things:

  • Annoyance at too many or too repetitive ads (pharmaceuticals, insurance, some fast‑food and weight‑loss campaigns), not record‑breaking ultra‑long spots.
  • Complaints about “loooooong commercials” that feel endless because of repetition or back‑to‑back placement, rather than literally hours‑long single ads.

You don’t currently see big, trending threads naming a specific future company that’s expected to win “longest commercial” by a certain year; it’s more people venting about advertisers they hope to see less of in 2025.

Trends that make ultra‑long ads more or less likely

Looking at ad‑tech and CTV forecasts for 2026 gives some clues:

  • CTV and streaming are growing, with more targeted, interactive formats. That encourages:
    • More personalized and modular ads,
    • Shorter, skippable pieces chained together by AI rather than one giant 14‑hour block.
  • AI is expected to cut production costs and enable novel formats, including agent‑driven media buying and new kinds of “products” that don’t fit legacy ad slots.
  • Brands are focusing on measurable outcomes and performance rather than pure spectacle, which slightly reduces the business case for beating a 14‑hour record unless it’s done as a PR / Guinness stunt.

So while it’s possible that a big brand will try to top Old Spice someday, the market trend is toward smarter, more targeted, possibly shorter units , not necessarily one mega‑long ad.

So, who will have the longest commercial?

Putting it all together:

  • Confirmed today: Procter & Gamble (Old Spice) holds the record with a 14‑hour TV commercial broadcast in Brazil in 2018.
  • No verified future winner: There is no reliable public information naming which company will hold a longer commercial by a certain date like 2025 or 2026.
  • Most plausible candidates (speculative):
    • Another record attempt by a global advertiser such as Procter & Gamble, Unilever, or a major tech/streaming platform, if they decide the PR value of beating a Guinness record is worth the spend.

So the only safe, factual answer is that the current titleholder for the longest commercial is Procter & Gamble’s Old Spice campaign, and anything about who “will” beat it is, for now, just informed speculation. Information gathered from public forums or data available on the internet and portrayed here.