Versace’s New Ad Record May Not Be Real, But These Five Are

Arby’s certified two of them last month

Is this the longest ad image in the world? - Credit by Versace
Headshot of Doug Zanger

With 54 models of various genders and ethnicities lined up next to each other, including well-known stars like the Hadid sisters, Versace is claiming that it is the longest-ever image used in an ad. Touting its upcoming collection in a new campaign, the extended photo, shot by photographer Steven Meisel, symbolizes “inclusivity and diversity, key values for Donatella Versace and her vision for the brand.”

The work is broken up nicely as Twitter snippets and, as an additional bonus, there’s a primer video on how to actually pronounce the brand’s name, featuring Donatella herself.

According to Guinness World Records, no information indicates this is a legitimate claim. However, Versace does hold a certified Guinness record: the most valuable tiara, designed in 1996 by Gianni Versace. With an estimated retail value of $5 million, it was set in yellow gold, decorated with 100-carat diamonds and weighed approximately 10.5 ounces.

Of other ad-related world records worth noting, two were set last month by Arby’s. The brand not only has the meats, but also the smallest advertisement and largest advertising poster, both announcing their partnership with Coca-Cola.

The mini-ad measured 38.3 x 19.2 microns and was placed on a sesame seed that was on display at an Arby’s restaurant in New York City.

Arby’s behemoth poster was the follow-up, coming in at 211,315-foot (5 acres) and placed in Monowi, Nebraska (population: one).

It may be easiest to see that Arby’s banner from the sky, which is a nice segue into this third ad record: the first blimp used for advertising. According to Guinness, the ‘Suchard’ Airship, financed in 1913 by Swiss chocolatiers of the same name, was set to fly the Atlantic from east to west from the Canary Islands to the US, bearing its name. The crossing failed to materialize due to financial difficulties, but technically it was the first ad blimp. Take that, Goodyear.

The fourth record highlighted may be common knowledge to ad trivia nerds—and it’s the longest-running public service advertising campaign. Smokey Bear was introduced on a poster in August 1944, and the ursine mascot continues to warn Americans about forest safety to this day.

Finally, the bizarre one, which isn’t actually an advertising record, but was set at the Cannes Lions this year—so there is a plausible-if-tenuous connection. Freelance videographer Rose Baldwin successfully broke the record for the fastest time to type the alphabet on a touchscreen mobile phone. She completed the task in 7.44 seconds, breaking the record by 0.16 seconds.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
Publish date: July 20, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT