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By Audrey Kemp | LA reporter

November 7, 2023 | 2 min read

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

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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