I’ve seen “Moving” for Dunkin’ Donuts about 486 times — and I find it more loathsome after each sitting.
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 its label more good than harm 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.
