BOSTON Hill, Holliday, Connors, Cosmopulos has begun rolling out eight new 30-second TV iterations in its "America runs on Dunkin'" campaign for Dunkin' Donuts.
The mini-musical approach introduced this year by the Interpublic Group agency continues, with the accent now on everyday occurrences that touch consumers' lives.
Scenarios this time around include: people over-sleeping despite setting their alarms, sneaking out for a lunchtime job interview and boring commutes. Two non-musical spots starring New England Patriots' star Richard Seymour are already on air; the other six commercials break in October.
"The whole campaign is about getting on your way, attacking your to-do list and being productive," said agency group creative director Tim Cawley.
Overall, the work is designed to broadly position Dunkin' as the chain that serves "lattes for the rest of us" and accentuate its mass appeal, Cawley said.
One of the new ads, "Fritalian," pokes fun at pretentious Starbucks-style coffee chains, with patrons attempting to order hard-to-pronounce lattes.
The Canton, Mass., chain, which has 6,500 restaurants worldwide, spent more than $120 million in measured media last year, per Nielsen Monitor-Plus. Hill, Holliday debuted the "America runs on Dunkin'" tagline for the client in April 2005 [Adweek Online, April 10, 2006].
Pernod Ricard sold the company after acquiring Allied Domecq for its portfolio of spirits brands such as Stolichnaya and Courvoisier.