Rhett And Link Return With All-Night Sing-A-Long For Trident Gum

Rhett and Link are the Commercial Kings. Their TV show sees them travel the US making ads for local businesses. Their ads have made them YouTube stars. Now they are starring in an 11-hour long commercial with a catchy soundtrack.

The pair have made stars of some unlikely characters, like Chuck Testa and his taxidermy company. But now they are in front of the cameras themselves for their latest ad for Trident gum.

To demonstrate the long-lasting freshness of the gum, they decided to film an all-night duet of Lionel Richie's All Night Long, which seems appropriate.

Rhett and Link start their marathon sing-a-long the moment the sun goes down and resolve to carry on until it rises again. That's 128 back-to-back performances in 11 hours and 9 minutes.

In that time they gatecrash house parties, get busted by the police and cause a whole fast food shop to burst into song. They sing with strangers, on public transport and even while in the bathroom.

They stampede into a friend's bedroom at 1.30am and force him to join their crazy karaoke session. The 11 hours of darkness draw to a close with the pair singing in front of the sunrise, backed up a brass section.

As Rhett and Link collapse with exhaustion, the ad invites viewers to upload their own karaoke session to Facebook for the chance to win $10,000 and a year's supply of free gum.

While this is a brilliantly silly ad, it seems a bit lost on a gum brand, perhaps an Lionel Richie-themed energy drink would be more appropriate.