Dunkin' Donuts Stands to Benefit from Knee-Jerk Hatred of 'Moving' Ad

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I've seen "Moving" for Dunkin' Donuts about 486 times -- and I find it more loathsome after each sitting.

But Dunkin' knows how to maximize a spot's branding power. If you watch any amount of weekly TV, you'll see it enough times to be mouthing the words in a month. And the music is so distinctive, so gratingly terrible, and so instantly recognizable that it will probably do its label more good than harm in the long run. Life can be cruel that way.

"Moving" is part of the Hill Holliday-developed "America runs on Dunkin'" campaign, which has been running -- successfully, even -- for the last two years. Message consistency contributes to its sheen, but rival Starbucks, which lost its grip on its own brand, also threw plenty of kindling in Dunkin's direction.

by Angela Natividad    Jul-17-08   Click to Comment   
Topic: Brands, Campaigns, Commercials, Television   

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Comments



Comments

I don't have "Moving" stuck in my head yet but like a year later I can still hear "Doing things is what I like to dooooooo. YES!"

Posted by: Chris on July 18, 2008 10:06 AM

It's totally stuck in my head...I'm haunted by the creepy Oompa-Loompa vocal style

Posted by: Dave on July 21, 2008 10:17 AM





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