Santa Claus, children and others marvel in ‘Unboxing’ Dunkin’ donuts during holidays
The chain’s latest campaign shows that the only holiday experience that might rival opening a Christmas gift might be opening a box of a dozen donuts.
As the hectic holiday season begins, Dunkin’ has unveiled a seasonal delight, its new ‘Unboxing’ campaign, to remind viewers to take time to relish in the simple pleasure of a box of donuts.
The heartwarming ad, produced in collaboration with Leo Burnett and directed by Smuggler’s Henry-Alex Rubin, captures the essence of the holidays through fun vignettes of people eagerly peering into boxes filled with delectable donut assortments. From wide-eyed children to Santa Claus himself, everyone is spellbound by the treats’ irresistible allure and pictured from the donuts’ point-of-view.
Viewers will also notice the ad’s classic-sounding jingle, ‘Everybody Loves a Donut,’ created by Beacon Street Studios.
The work comes after Dunkin’ last week debuted a new holiday Holiday menu, which includes loaded Hash Browns and Cookie Butter Cold Brew, among other limited-time offerings.
The spot will run across linear, streaming and social media, while additional campaign materials are also set to run, such as out-of-home work depicting Dunkin’s limited-edition holiday boxes, behind-the-scenes TikTok content like the day-in-the-life of a donut on set and custom media components across Twitch and Pinterest.
Agency: Leo Burnett
Production company: Smuggler
Post-production company: Cabin
Music: Beacon Street Studios
Color and VFX: Harbor