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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