Dunkin' Donuts Stands to Benefit from Knee-Jerk Hatred of 'Moving' Ad

I've seen "Moving" for Dunkin' Donuts about 486 times. I find it more loathsome every time I see it.

But Dunkin' knows how to maximize a spot's branding power. If you watch any amount of weekly TV, you'll see it enough times to be mouthing the words in a month. And the music is so distinctive, so gratingly terrible, and so instantly recognizable that it will probably do more good than harm for Dunkin' in the long run. Life can be cruel that way.

"Moving" is part of the Hill Holliday-developed "America runs on Dunkin'" campaign, which has been running -- successfully, even -- for the last two years. Message consistency contributes to its sheen, but rival Starbucks, which lost its grip on its own brand, also threw plenty of kindling in Dunkin's direction.

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Tags: america, donuts, dunkin', on, runs

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Comment by Walkaholic on July 18, 2008 at 1:50pm: I'm female, but I can definitely relate to this. "Can you help me move a few boxes?" easily turns into a full day of furniture, plus PACKING those boxes before you move them.

And this is much less annoying (though not as catchy) than "The backs of my LEGS/sticking to the PLEATHER!" that DD bombarded us with a couple of summers ago.

Comment by Angela Natividad on July 18, 2008 at 9:23am: Maybe that's the connection I'm missing. I don't think I've ever helped anybody move. =P

Comment by Patrick Dugan on July 18, 2008 at 9:13am: Awww...cut this campaign some slack, Angela! I love the weirdness of the TMBG songs, and they've found the quintessential "drinking Dunkin Donuts coffee" situations. Maybe it's a guy thing for this spot...we've all been there when a friend has neglected to mention the sleeper sofa.