[user104658]

We used to do this at work. Obviously not anything like as serious as a situation, but basically if someone would say "But it was only 50 seconds late! It took me that long to get up to the counter!" ... I'd say "OK hold on" and then just look at them, telling them to "shh for a few seconds" if they said anything, then at the end of it I'd be like "...and that was 50 seconds".

The point of course being that it's MUCH longer than you think. 9 minutes, if you're not "doing something" is a looong 9 minutes. The advert was probably very effective in portraying that to people who would say, "but it was only a few minutes".