Dunkin’s 2023 “Drive-Thru” campaign, featuring Ben Affleck in a prominent role, leverages humor and celebrity appeal to reinforce the brand's promise of convenience and accessibility. By positioning Affleck as an unexpected yet relatable figure working the drive-thru, the campaign communicates that Dunkin’ is an approachable, everyday destination that seamlessly integrates into consumers’ busy lives. The emphasis on the drive-thru experience underscores Dunkin’s value of speed and ease, aligning with contemporary consumer preferences for quick service without sacrificing familiarity and personality.
Strategically, the campaign is designed to capitalize on the high-profile Super Bowl LVII platform, maximizing reach to a broad, diverse audience, particularly those who prioritize convenience and on-the-go consumption in the food and beverage sector. The use of a well-known actor not only generates initial attention but also taps into cultural relevance, encouraging engagement beyond traditional advertising channels. Creatively, blending the food industry with a genre typically associated with automobiles underlines the drive-thru as a key touchpoint, reinforcing Dunkin’s position in the fast-paced lifestyle market. The integration of digital assets linked to rewards, location finding, and app downloads further supports a multi-channel approach, aiming to convert viewer interest into measurable consumer action and loyalty. Overall, the campaign balances star power and a relatable narrative with strategic placement to solidify Dunkin’s image as a convenient, accessible brand deeply embedded in daily routines.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign centers on Ben Affleck working the Dunkin' Drive-Thru, leveraging his celebrity status for brand recall and immediate audience connection, especially in a high-exposure Super Bowl setting. There is no evidence in the metadata or description of a storyline with dramatic arc or product-driven conflict resolution, nor is there overt parody, direct product demonstration, or user testimonial. The central creative device is the comedic but recognizable use of a celebrity—Affleck—whose persona is tightly woven with Dunkin’, supporting the recurring character/celebrity format for instant memorability and cultural relevance.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Starbucks – Market Positioning
Starbucks positions itself as a premium coffeehouse brand focusing on high-quality coffee, customer experience, and a community-driven ambiance. It emphasizes specialty beverages, ethical sourcing, and innovation, catering to urban professionals and millennials seeking a lifestyle brand beyond just coffee.
2. McDonald’s McCafé – Market Positioning
McDonald’s McCafé offers affordable, convenient coffee and breakfast options alongside its fast-food menu. It leverages its vast global footprint and quick service to appeal to mass-market consumers looking for consistent, value-driven coffee experiences.
3. Tim Hortons – Market Positioning
Tim Hortons blends Canadian heritage with affordability, offering coffee and baked goods that emphasize comfort and familiarity. It targets families and value-conscious consumers with a focus on community-oriented messaging and widespread accessibility, particularly in North America.
4. Peet’s Coffee – Market Positioning
Peet’s Coffee differentiates through its emphasis on small-batch roasting, artisanal quality, and rich coffee heritage. It attracts discerning coffee drinkers who prioritize deep flavor profiles and craftsmanship in a boutique café setting.
5. Panera Bread – Market Positioning
Panera Bread positions itself as a fast-casual dining option that combines freshly brewed coffee with wholesome, health-focused food options. It targets health-conscious consumers seeking a calm, inviting environment with customizable, clean-label menu choices.
Q: What is Drive-Thru about?
A: Drive-Thru is a 2023 film campaign created for Dunkin' in the United States, featuring Ben Affleck working the Dunkin' drive-thru. Premiered during Super Bowl LVII, the campaign was designed to maximize visibility and cultural resonance by leveraging Affleck’s celebrity status in an unexpected, humorous role. The central creative idea positions Dunkin' as an approachable, everyday destination, using the drive-thru setting to highlight the brand’s focus on convenience and accessibility. The campaign was delivered through three media assets and targeted a broad, on-the-go audience in the food and beverage sector.
Q: What creative device does Drive-Thru use?
A: Drive-Thru employs the ongoing characters or celebrities format, as classified by Clapboard’s 12-format taxonomy. This approach centers on the recurring use of a well-known personality—here, Ben Affleck—whose public persona is closely associated with the brand. The campaign leverages Affleck’s recognizability and comedic appeal to drive instant audience connection and brand recall, particularly in the high-profile context of the Super Bowl. There is no narrative arc or overt product demonstration; instead, the creative device is the memorable, relatable presence of a celebrity in a familiar setting.
Q: What is the campaign proposition for Drive-Thru?
A: The strategic positioning of Drive-Thru is to reinforce Dunkin’s promise of convenience and accessibility by casting Ben Affleck as a relatable figure working the drive-thru. This campaign speaks to consumers who value speed, ease, and a sense of everyday familiarity in their food and beverage choices. By emphasizing the drive-thru experience and integrating digital touchpoints such as rewards, location finding, and app downloads, Dunkin’ aims to convert viewer interest into tangible engagement and loyalty. The campaign’s Super Bowl placement ensures broad reach and cultural relevance within a competitive, fast-paced market.
Q: How does Drive-Thru rank in Clapboard's archive?
A: Drive-Thru holds a Clapboard Campaign Score of 78/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Dunkin's category?
A: In Dunkin’s competitive landscape, Starbucks positions itself as a premium coffeehouse brand centered on quality and experience, while McDonald’s McCafé targets mass-market consumers with affordable, convenient coffee options. Tim Hortons emphasizes comfort and community, appealing to families and value-conscious customers, especially in North America. Peet’s Coffee differentiates through artisanal quality and small-batch roasting for discerning coffee enthusiasts, and Panera Bread combines freshly brewed coffee with health-focused food in a fast-casual setting for consumers seeking wholesome choices.
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