The narrater of this 45 minute long advertisement for the new mirror-less camera called the Leica T System begins by asking the following:” Is this the most boring film ever made?”.

As a marketing move, it is certainly brilliant, showing off every single second of the 45 minute process that it takes for the aluminium Leica T System body to be polished and finished.

Readers to this website, who already understand and appreciate craftsmanship might be tempted to watch the whole film, since we watch-lovers will find many parallels between the painstaking care and effort that Leica uses to finish the aluminium body of the camera with many high-end watch brands. I don’t know about you, but watching the process of a fine watch being finished sure counts as entertainment in my book.

Find out more about this new Leica camera here.

The Most Boring Ad Ever Made? from Leica Camera on Vimeo.