“Body by Dunkin'” seems like a slogan on a novelty short your friend’s chubby dad wears to a barbecue.
The chain isn’t exactly famous for its health food, but its latest television ad, much like a vaguely similar spot from American Eagle, focuses on genetics at least playfully.
In the American Eagle ad, Sydney Sweeney, an actress as known for her body as her acting, appears under the header “Sydney Sweeney has great jeans.” That’s a bit tongue-in cheek, and maybe slightly more clever than the made-up Dunkin’ T-shirt named above.
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The commercial itself is not markedly more clever as it connect Sweeney’s famous body with genetics playing on the words “genes.”
“Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My genes are blue,” Sweeney said in one ad.
The ads, as you might imagine, have sent the internet, into quite the kerfuffle, as some have accused the ads of body shaming, while others have gone as far as saying they support eugenics. That’s a widely discredited theory white supremacists share that says the human race could be improved by breeding out less desirable traits.
Creating an uproar, from a mob of people ready to say “well, I never” and pass out seems to be the point.
Dunkin’ borrows American Eagle’s playbook
While invoking genetics in a jeans commercial, the idea that the right “jeans” can improve the look of what your “genes” gave you make some sense.
Nobody, aside from maybe peak training Michael Phelps has claimed the Dunkin’s menu has improved on whatever genetics may have given them.
The coffee and doughnut chain has a new ad starring “The Summer I Turned Pretty” star Gavin Casalengo promoting Dunkin’s Golden Hour Refresher by referrencig the actor’s “golden” tanned skin.
“While the Dunkin’ ad’s mention of genetics is subtler, it has struck a nerve for praising traits associated with white beauty ideals while mentioning genetics. In the ad, Casalengo says, ‘This tan? Genetics. I just got my color analysis back and guess what? Golden summer.’ Color analysis refers to the beauty trend of picking colors that look best on based on skin tone,” AdWeek reported.
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Both ads are designed to provoke outrage, Allen Adamson, co-founder of brand marketing firm Metaforce, told NPR’s Morning Edition.
“People remember disruption. People remember the edge. Pushing buttons. And this is really important for products that are commodities. Jeans are commodities. You can get them for $20 at Costco and the GAP. And they’re selling them for a lot more than that,” he said.
That same logic applies that Dunkin’ ads as well since drinks are everywhere at cheaper prices than the Starbucks rival chain offers.
Dunkin’ ad sparks social media outrage
The official TikTok post for the Dunkin’ ad has over 5,500 comments and the YouTube version has fewer, but many are fairly pointed. Some just ask the basic question.
“Why are ads so obsessed with genetics all of a sudden?” posted Starlight.
“Hey Dunkin’s what does genetics have to do with your Refresher? Refresh my mind again?” @IamLizabel posted on YouTube.
Some people seem really mad about the commercial.
“First I have to boycott American Eagle and now Dunkin’. Guess I’m going to be saving a lot of money,” ChelsLove-x7x shared.
Some people seem to be reading things into the Dunkin’ ad that may not be there
“The amount of dog whistling in ads lately is somehow equally surprising and unsurprising (sadly). I guess at least the companies are letting many of us know which businesses to avoid,” wrote @ErinBrayley2268.
Some people have also embraced the ad, probably not in the way Dunkin’ wanted.
“Unapologetically love this. Bring back BEAUTY and whiteness in ads,” shared @CopleyQueen.
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