America plods along laboriously on Dunkin'
Compare Hill, Holliday's latest Dunkin' Donuts spot, "Uphill Battle," with the chain's "Doin' Things" ad from a few years back. The new spot's coffee addicts seem kinda pokey, while their 2006 counterparts rush here and there, doing things. Even after sipping, the current crew are awfully mellow, and their uphill progress is plodding at best. They're drinking coffee, and Dunkin' doesn't use heavy trans-fats anymore in its baked goods, so these worker bees should really be energized. Heck, that guy lazing on the tire should be rolling himself to work in that thing! The tagline's not, "America plods on Dunkin'," unless they've changed it, which is possible, because I was too jazzed on Starbucks to sit through the last five seconds. Lord, I miss those trans-fats. And what happened to They Might Be Giants on the soundtrack? That tune really sticks in your head. "Doin' things is what I like to do!" Oh man, where's my air guitar? —Posted by David Gianatasio |
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October 2, 2008 in Dunkin' Donuts, Gianatasio, Hill Holliday | Permalink |
Comments
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Agreed -- this new ad is a massive step backward from the previous one. It's almost like Dunkin' wants us all to turn into Soviet-era droids whose life of woe and grief is so terrible that not even the prospect of coffee-and can turn it around. What market did they think this would appeal to?
Posted by: Warren | Oct 2, 2008 12:30:08 PM
I think the timing of this ad couldn't be worse. All I could think of as I watched it was that we are all now slaves climbing up the mountain of a 700 billion dollar debt - indentured servants of the International Banking Cartel's deregulated greed, and all we will have to get us through our Sisyphean days is non-fair trade coffee and fried dough products one day after another, ad infinitum, until we are laid in our shared anonymous graves.
Posted by: gertrude | Oct 2, 2008 5:18:54 PM
Just to follow up, Hills can be gleeful places when you are running *down* them:
Posted by: gertrude | Oct 2, 2008 5:26:25 PM
