Hill, Dunkin Try Spaced-Out Theme

BOSTON Interpublic Group’s Hill, Holliday, Connors, Cosmopulous this week broke a pair of 30-second commercials touting Dunkin’ Donuts’ new flavored coffees, the agency said.

In “Movie Line,” a group of science-fiction fans decked out in costumes argue about a particular piece of genre trivia while waiting to see a film. “No, you glog Pluth furth Richard!” yells one nerdy fan to another, apparently in an alien language. The guy he’s yelling at pauses to take a sip of his Dunkin’ Donuts flavored coffee. Looking like he’s had a revelation, he rips off his plastic alien head and says, “I don’t want to do this anymore. I haven’t had a date in like—ever. I’m gonna go. Good luck.”

A voiceover at the end of the ad says: “Need to wake up and smell the coffee? Try the new flavored coffees from Dunkin’ Donuts. In irresistible toasted Almond and Vanilla Spice.”

“Boy Band” shows a group of girls screaming hysterically as they wait for a group to show up outside a concert hall. One of the girls takes a swig of her coffee and morphs into a completely different mind-set. “This is insane. I’m almost 25. What am I doing here? These guys aren’t even talented,” she says. The spot retains the “Bring yourself back” tagline from past efforts.

“What [Dunkin’ Donuts] wanted to do was approach a younger target—to get younger people interested in coffee,” said Bob Pirrmann, associate creative director and art director at Hill, Holliday in Boston.

Dunkin’ Donuts hopes the new flavors, including Toasted Almond and Vanilla Spice, will entice the 18-24-year-old set to try coffee as opposed to soda, according to Pirrmann.

Production credits include executive creative director Kevin Moelenkamp, creative director Tim Foley, Pirrmann, associate creative director and copywriter Scott Noble and producer Scott Hainline.

Dunkin’ Donuts spent $70 million on ads in 2004 and $55 million through July, per Nielsen Monitor-Plus.