Dive Brief:

• Corning has enlisted the Discovery Channel's MythBusters duo Adam Savage and Jamie Hyneman for two recent 10-minute video spots that test the strength and durability of the brand's products.
• Each spot has seen over 1 million views—around 2.5 million combined—despite just a modest pre-roll ad campaign and longer lengths.
• The videos are the second pairing of Corning and MythBusters -- the duo helped produce the 2011 spot "A Day Made of Glass" is considered to be the most successful B2B corporate video ever with 23 million views. 

Dive Insight: 

Many marketers cringe at the idea of trying to run a 10 minute video—especially as a pre-roll ad. Corning and MythBusters have emphasized that the quality of content is more important than the length of the spot. At 10 minutes, the spots could seem like an eternity in the 15-30 second world of online video, but because the content is so intriguing people are willing to stick around and see what happens. It serves as a reminder to focus on the story-telling quality of video ads.