Have you seen the new (or so I am assuming) commercial for Dunkin Donuts? I swear I had to do immediately gather my two kids and tell them that what they had just seen was not to be copied. Both of them were laughing at first but after seeing my serious expression, they turned somber and said “Yes, mommy”. We saw it shown on Star World today.
The commercial starts with this young girl (about 8 – I think) with her head inside the refrigerator screaming at the top of her lungs “Nasaan ang Boston Creme Ko!!??!!!” (“Where is my Boston Creme?!!??!!”). She called to her older sister who was on the phone and screamed at her the same line. She called to her older brother who was on the couch and screamed the same line. She then moved to close the refrigerator door and saw her mom eating the donut. She screamed at her mom the same line. And it ended like that.
I mean really. It might appear funny but to impressionable minds, it is dangerous. I can imagine my kids emulating such behavior. I quickly told them that the behavior they had just seen was not the right behavior. I also explained that it was not right to scream or shout at someone who was older than they are. I asked them if they think it was right to scream at your mommy and they both shook their heads.
Sheesh… what kind of material are advertisers coming up with these days??!? Really!
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Dear ApplesH,
I am reacting the same way as you. I have three daughters and they are old enough to react like we do, but what about those who do not have parents who can help them realize the behavior shown on the commercial is far from commendable? On August 12 I sent out the following message by email to a lot of my friends.
Dear Friends,
I texted some of you last night requesting you to boycott Dunkin Donuts. This is my reason:
The new Dunkin Donuts commercial shows a little girl looking for some donuts in the refrigerator. Since they aren’t there she thinks Ate took them. But Ate isn’t guilty — she’s on the phone. She thinks its kuya, but it’s not him. He’s on the couch, with his feet up on the center table. The little girl (about four or five years old) rushes back to the kitchen to discover her mom finishing up a donut — and because of this she flies into a temper tantrum.
Of course the commercial was meant to be amusing, and I’m sure Dunkin Donuts meant no harm, but I am concerned because the commercial shows two negative role models — an adult who takes something that is not hers, and a selfish child. Don’t we have enough negative role models in government and showbiz? Why add another two? What about the millions of children who will not be able to properly process the scene? Why use negative behavior to promote a good product?
I wonder why Dunkin Donuts could not have followed the lead of such commercials as those of Knorr, Lucky Me, and even Bioflu. All have been able to get a positive message across without being tacky or preachy.
If you are concerned about the values Filipino children are growing up with today, please bring home another kind of pasalubong tonight. And please forward this message.
Thanks,
Myra
I hope we do get the attention of Dunkin Donuts.
All the best,
Myra
Myra – I had nothing against Dunkin Donuts but prefer Mister Donuts though. But I would support your campaign to boycott their product. I am concerned for my children and other parent’s children. Its difficult enough to raise good persons in all this chaos and it really doesn’t help to highlight bad behavior and pretend its good by showing it in a commercial about a product I am sure many kids know.
I had the same reaction. I think it was done in very bad taste. I don’t particularly screeching and whining kids.
we share the same sentiments
Please see my blog – http://mykapalaran.blogspot.com/2008/08/dunkin-donuts-pasaway.html
Thanks!
MYK
I guess I have to make a correction. Instead of Bavarian Creme, it should be Boston Creme. So that’s why it sounds funny. My bad readers.
We both have the same opinion about the Dunkin Donut commercial. Actually, they also have the other commercial which i think shows the attitude of being greedy. The boy on that commercial was given one dozen donuts. He counted all his 12 playmates and in the end, he just divided a single donut into 12 parts, meaning he has eaten the 11 donuts. What a greedy and selfish kid huh? tsk tsk
espie – I know that these commercials are mainly the ideas of a highly paid group of creative individuals nevertheless, Dunkin Donuts has to approve them so I am surprised they did. Sort of like the Ponds Miracle Cream commercial and Axe commercial.
i saw this on tv and i was shocked. my first thought was uh-oh, kids are gonna see this and they will have the idea that this is ok… =(
Hi. I just would like to inform you that this blog is nominated for the Filipino Blog of the Week award (week 122). Please visit the site and vote.
Well, I actually found it funny when I saw it. But only after reading this made me realize it was made with a bad taste. Thanks for pointing this out.
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hi myra,
i so agree with your comments re the dunkin donuts ad. in fact, the reason why i came across your blog was because i was searching for a way to email the company and give them my feedback. even as a write this comment, i’ve already sent an email to the company handling their franchise (care@dunkindonutsmanila.com). i couldn’t find the company’s email. i’ve also sent a carbon copy to DTI (webmail@dti.gov.ph). hope the mail reaches both destinations.
thanks for posting your comments. indeed, our children need to be protected from such crooked values.
God bless
mike
ps. i myself have never been particularly fond of donuts.
karen – That’s why I made sure that I quickly explained to my kids that the girl in the commercial they are watching is doing the wrong thing. I repeat this same dialogue each and everytime so that they do not forget.
oops,
just realized i made a mistake addressing the owner of this blog.
my apologies to you, applesH…
talksmart – wow thanks!
deuts – It appeared funny to me for the first 2 seconds but my mom instincts kicked in and a red flag went up. Im sure many would find it amusing. I just don’t think we should allow our kids to emulate such behavior.
mike lim – I hope that all our sentiments are heard by the company through this blog and through all your comments. I am getting hits for searches for “Dunkin Donuts” so I am hopeful we are at least successful in getting the word out. At first I thought they had removed the commercial as I have not seen it for days but I just saw it a couple of hours ago when I was watching the news. Sigh.
thats ok
Apparently it’s not just the kids who need to be reminded about positive values. After I sent out my email asking for a Dunkin Donuts boycott, a friend emailed back saying, “Thanks for knocking some sense into me as well. I’ve become desensitized.”
Maybe another thing to do is flood the Philippine Association of National Advertisers and the Advertising Board of the Philippines with emails and links about this. About 20 years back PANA had a campaign to actively promote positive values through the commercials of its members. If they’ve given up on that idea, maybe they can at least keep out the negative values.
Incidentally, because of a boycott, Dunkin Donuts USA quit airing a commercial showing Rachel Ray wearing that kind of scarf we associate with the Abu Sayyaf. People associate the accessory with terrorism, and Dunkin Donuts gave in to the boycott pressure. I hope we can accomplish that same thing here.
Myra
Thanks Myra – I’m hoping for the same thing (like what happened to Rachel’s ad) and am doing my best to use my network to boycott this commercial.
Calling all moms and parents – if you feel the same about the boston creme commercial then join and us and make your voices heard.
i guess your right!!! do what is right!!
I never seen that advert but I love Dunkin donuts. I wish we have it here in UK but there’s nothing here.
Ronel Livelihood
Joro, The New Beginning
Absolutely Joro
The World Of Joro
The Tale Of A Bukidnon Lad
Euroangel – Yes we should! In everything we do.
rolly – I think everyone has their own memories of Dunkin Donuts and they used to promote good values. So sad how things turned out today.
I get your point, but you people are too biased. Children have brains and guardians, to start with…
BTW, my mom works at Dunkin’ and she saw this blog. LOL. And it’s spreading in their workplace. HAPPY NOW?!
To the one who does not want to be named – Thanks for your feedback and yes I am happy that this blog and this post is spreading in your mom’s workplace. It actually helps me spread the campaign against the commercial.
Thanks for confirming that indeed the commercial is not one for kids by saying that “children have brains and guardians to start with” for if the ad is as innocent as you seem to believe then there should be no need for a guardian to say otherwise or for brains to dissect the ad.
And I hope I get to meet your mom (who works at Dunkin Donuts) because I would like to understand her views on it. Tell her to contact me.
Cheers!
Hi again ApplesH!
It’s great that you are getting through to Dunkin Donuts!
I wrote to PANA re this matter about two weeks ago but they have replied with SILENCE.
If we are to go by the logic of nameandaddresswithheld, then it’s ok to let criminals out in the street because we have policemen “to start with.”
Myra
Myra – My thoughts exactly. I am waiting for someone from Dunkin Donuts to contact me but so far they have not. Also, thank goodness I have not seen or heard that particular commercial in a long time.
I have not yet seen the TVC, but it does sound horrible, and definitely not to be emulated.
Hi Applesh,
Di na natuto ang Dunkin Donuts. their new commercial shows Jimmy Santos stuffing his mouth with donuts so that he chokes. Joey de leon, sitting beside him, gives him a good swat on the back of the neck causing him to fall off of the seat. Seems like they’re taking a break from window washing on a tall building.
People will accuse me of not having a sense of humor but I don’t think bad behavior (katakawan) should be laughed at. (I do have a sense of humor — I write a housewife humor column for a Christian magazine called Light Touch.)
Myra
Myra – It would appear that the company does not believe in promoting values through its product. We have implored but have not been heard. For my part, I have made sure my kids do not see that ad or even eat dunkin donuts again.
ryt! annoying talaga
analou – Definitely scratches at the eardrums.
[...] night. For some reason my two boys have caught the tune and have been jumping to the music of these TV commercials every chance they [...]
well how about TIDE commercial… “hindi pwede ang isa higit sa dalawa… pero sabi ng mommy ko ang isa daw ay higit sa dalawa!” or the new LBC commercial… “spell remittance…” then the kid thinks for a while then shouts… “remittance… L.. B.. C! Remittance!” the Edu says “TAMA!” — i’m gonna be a dad soon. and this is too much. they’re making kids stupid.
disappointing indeed. tama ba spelling ko ng “disappointing”? LBC na lang.
Android – I agree and I feel the same strong feelings against that LBC commercial. Its personal to me because I had to go through the whole phase of explaining to my sons why remittance is NOT spelled L-B-C. Sheesh!
Well if someone eats my Boston creme Ill definitely scream murder !!!
the girl in the LBC ad is the same girl as the one in the DD boston kreme ad.
Jane – Ooh! I did not notice that.