There’s a paradoxical quietness to this spot, which is otherwise filled with the noise of a jackhammer. We open on a construction worker tearing up the sidewalk pavement with his jackhammer. A foreman looks on as the two acknowledge each other.
However, this mundane slice of life on the job takes an offbeat twist when the foreman sees that the jackhammer’s electrical cord is unplugged. Still, sans power from the outlet, the jackhammer continues to pulsate, the construction worker holding on tightly.
The foreman is understandably puzzled. So are we until the worker stops for a moment to reach for a cup of Dunkin’ Donuts’ Turbo Hot Coffee. He takes a sip as a voiceover relates that Turbo Hot has a shot of “real espresso to power you through the day.”
After putting the cup back down, the worker continues to operate his unplugged yet still jumping jackhammer, which is ripping through the sidewalk, leaving a mass of concrete rubble.
The foreman takes one last look in apparent disbelief, at which point an end tag carrying the Dunkin’ Donuts logo appears, accompanied by the slogan, “Freshly Ground. Freshly Brewed.”
Titled “Jackhammer,” this spot was directed by Rick Lemoine of Los Angeles-headquartered Biscuit Filmworks for Hill Holliday, Boston.
Scott Craig produced for Biscuit.The DP was Kris Kachikis.
The Hill Holliday creative team consisted of executive creative director Kevin Moehlenkamp, group creative directors Tim Foley and Tim Cawley, associate creative director/art director Bob Pirrmann, associate creative director/copywriter Scott Noble and producer Scott Hainline.
Steve Hamilton of Mad Mad Judy, New York, edited the spot and also served as its sound designer. Colorist was Tim Masick of Company 3, New York. Audio post mixer was Glenn Landrum of Sound Lounge, New York.
Visual effects artist was Geoff McAuliffe of Brickyard VFX, Boston.
Principal actors were Edward Carnevale and John Deignan.
