In a series of horribly mundane scenarios, Dollar Shave Club sent a message to members waiting too long to change their blades: Watching this is dull. Your blade shouldn’t be.

The advertising trend is to make online video shorter, but there are no :15s here. Instead, look forward to watching an old guy work out for 45 minutes, or a woman do a puzzle for 11 hours. Why? These are the max video lengths on Facebook and YouTube.

To make the dullest ads possible, we needed length. We knew that video length "best practices" were misconceptions. It's not about length, but about introducing the brand message early. Length should be determined by the creative concept. In this case, the concept was to literally make the longest, dullest ads possible. However, we did sprinkle in some surprise endings and easter eggs to reward people for watching (or scrubbing) to the end.