World’s best ads ever #48: ‘Time to Make the Donuts’ a treat to wake up to
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During many a morning Sisyphean task, the phrase ‘Time to make the donuts’ has been uttered. Ad hero Fred the Baker (played by actor Michael Vale) spent 15 years waking up to make donuts for us. He reminded us regularly that not only did Dunkin’ Donuts create up to 52 varieties fresh day and night, but that this was something your local supermarket certainly couldn’t do.
Each ad also reminded us that Dunkin’ Donuts are ‘Worth the trip’. After numerous iterations of Fred’s famous spots, where he tirelessly made donuts for us, he received an official retirement.
The company threw a parade for Fred and gave away six million free donuts in his honor. Vale was also named official ‘Dunkin’ Ambassador’ and appeared at charity events throughout his life.
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Dunkin’ has since spread from its stronghold in the north east across much of the US, and has even opened thousands of locations internationally. Well done, Fred.