And the Message Is?

Have you seen the new television commercial for Dunkin’ Donuts? I don’t know if the company is nationwide; if not, you may not know about Dunkin’ Donuts.

 

As a New Englander I’ve known about Dunkin’ Donuts since I was a kid. Of course, back then we didn’t have a childhood obesity crisis. We had maybe one “fat kid” in school. That was typical at the time. So nobody thought twice about commercials for fried globs of dough and sugar, double bacon cheeseburgers, or breakfasts with enough calories and fat to clog arteries in an instant. It absolutely amazes me that such ads still run on TV. I mean, not only do we have an epidemic of childhood obesity; we’re pretty much a nation of weight-challenged people in general.

 

So, the other night I’m sitting on the couch sorting through days’ worth of catalogs and newspapers. The TV was on, but since I mute it when the commercials come on, I have no idea what this particular ad said. All I know is that I looked up in time to see three children vegging out on a couch in front of a television set. Suddenly three beams of light attach themselves to each of the children, raise them off the couch and, zombie-like, float them toward the TV.

 

Interesting, I thought. Children often become zombie-like when they spend too much time in front of a TV. So I certainly agreed with the sentiment at that point. Just then, however, dad came to the door of the TV room. As I said, my television was muted, so I don’t know what he said. All I know is what I saw: He’d brought home a big box of Dunkin’ Donuts and was “rescuing” the children from their zombie state by enticing them with the goodies. Released from the beams of light, they raced happily into the kitchen to partake in big fried globs of dough and sugar.

 

Now, I’ll admit I love a good donut. The

Boston

crème pie donuts are to die-for. But I rarely eat one since someone told me it takes three days to digest a single one. But I wouldn’t suggest that no one ever eat one, or that a family not occasionally partake of a fried and fatty treat. However, the visual message I witnessed caused my jaw to drop yet again.

 

I hope the next time that particular commercial plays on my TV that I have the sound on. Because I am really curious as to what the message of such an ad could be. “Are your children couch potatoes? Get them up off the couch and away from the TV with donuts!”

 

Really? What advertising agency would think up such a concept in an age of childhood obesity? And why would any company agree it was a good idea?