Dunkin’s Captain America ad is now airing
[fragment number=0]
A Dunkin’ Donuts TV ad highlights the chain’s new partnership with the upcoming Captain America movie.
The spot was created by Boston ad agency Hill Holliday, and it began airing last night.
In the spot, a construction worker is enjoying a new Dunkin’ Captain America Coolatta when he notices that a runaway dog is loose at this work site and in desperate need of rescuing. Thanks to a few swigs from his cherry-flavored Coolatta, the construction is easily up to the task — the Coolatta transforms him into a Captain America doppelganger. After a hazardous chase scene, the construction worker rescues the dog, which is thoughtfully accessorized with sightly owner. Gratefully, she rewards the construction worker with a hug and gushes, “My hero!’’ The ad then segues into a brief scene from “Captain America: The First Avenger,’’ a movie set to hit theaters July 22. A subtext of the ad: Dunkin’ customers are everyday heroes.
Last week, Dunkin’s corporate parent, Dunkin’ Brands Inc. of Canton, announced its first-ever partnership with a movie studio. As part of the arrangement with Marvel Studios, Dunkin’ Donuts and sister chain Baskin-Robbins are featuring special menu items with a Captain America theme. At Dunkin’ Donuts, those items include the chain’s first-ever star-shaped donut as well as the Captain America Coolatta. The chains are also incorporating Captain America tie-ins to their marketing.
A 30-second version of the Coolatta ad is now airing in the Greater Boston television market. The 60-second version (included with this post) can be viewed on Dunkin’s Facebook page, which is increasingly being integrated into the chain’s marketing efforts, said Dan Saia, Dunkin’ Donuts vice president of marketing. It’s the first time that a version of a Dunkin’ ad has been specially customized for the chain’s Facebook page, he said.
At Hill Holliday, group creative director Joe Berkeley said he thought an expanded ad made sense for Facebook placement.
“We thought doing a long-form spot would be great for the digital world,’’ he said. “Captain America fans love any content they can get their hands on before the movie breaks.’’
That’s the beauty of marketing on a Facebook. “No one says an idea has to be 30 seconds. You have the freedom to really bring an idea to life.’’
Special care was taken for the Dunkin’ ad to resonate with the Captain America movie. Both strive for nostalgia and a 1940s era feel, Saia said. And the runaway dog in the Dunkin’s ad is named Stanley — in tribute, said Saia, to Stan Lee, a creative force behind Marvel super heroes.
To comment, please create a screen name in your profile
To comment, please verify your email address
Conversation
This discussion has ended. Please join elsewhere on Boston.com