“Painfully Generic Vignettes”

When I came across the new Dunkin’ Donuts tagline, America Runs On Dunkin’, I was underwhelmed. Now, Lewis Lazare of the Chicago Sun Times chimes in on the TV.

The new television commercials don’t do much to clarify what management wants Dunkin’ Donuts to become. We watched several of eight new spots, and all of them seemed to be painfully generic vignette commercials with Dunkin’ products thrown in for no good reason. Most of the spots also feature loud but forgettable original jingles obviously intended to appeal to a younger demo.
One of the weakest commercials featured a guy packing up a van for a vacation while holding a Dunkin’ Donuts iced coffee. Implausible at best. Another even blander spot showed several surfer dudes sipping some iced coffees while tooling around in a car. Yawn.
Yet another spot had a mother awkwardly climbing into a tree to retrieve her son between sips from a Dunkin’ Donuts iced latte lite. Yea, right.
It’s going to take much stronger work than this to clearly establish a new brand image and compel a lot of people to want to come in and see what’s changing at Dunkin’ Donuts.

See the spots for yourself at Hill | Holliday.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.