I don’t like many TV ads. They seldom show any understanding of the products they’re advertising; more often than not, it’s the opposite. They seem even less likely to demonstrate an insight into the target market. The old discipline that led to identifying a consumer problem and then showing how your product can solve that problem has seemed all but lost, or maybe not.

Check out the new Dunkin’ Doughnut campaign “Alarm Clock Catastrophe.” Based on a very real insight into life in the morning, it delivers the product message, a funky (still in my head) theme tune and neatly positions the product and the brand as a solution. Oh yeah, but this time they aren’t selling doughnuts.

I can probably watch it 2 or 3 more times before I start to hate it.

Kathy Sharpe, CEO

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