This :30 puts us in a movie theater line populated by sci-fi geeks. The throng is reminiscent of those rabid fans who camp out for days to see the debut screening of one of the Star Wars films.
Most of those in line are young guys in their 20s and 30s. Either you are part of their world or you’re on the outside looking in, advising them to “Get a life.”
However, this movie line has taken on a life and energy of its own with people speaking techno babble and dressed in offbeat regalia. We see two guys arguing in sci-fi speak. However one of them suddenly stops as if liberated upon taking a sip of flavored coffee from a Dunkin’ Donuts cup.
He questions why he’s even there, admitting that “I haven’t had a date in like–ever.” He takes off his alien head mask, breaks ranks and leaves to embark on his life–which may start with him finding a date of the opposite gender.
A voiceover puts the Epiphany we’ve just seen into context. “Need to wake up and smell the coffee,” it relates. “Try the new flavored coffees from Dunkin’ Donuts in irresistible toasted almond and vanilla spice.”
Two fellow extra-terrestrials look on in chagrin, with one saying “What a loser,” in reference to the Dunkin’ Donuts coffee convert.
The spot then ends with the Dunkin’ Donuts logo, accompanied by the slogan, “Bring Yourself Back.”
Frank Todaro of bicoastal/international Moxie Pictures directed this two-spot package, which also included “Boy Band,” for agency Hill Holliday, Boston.
Robert Fernandez executive produced for Moxie, with Matt O’Shea serving as producer. The DP was Mott Hupfel.
The Hill Holliday ensemble consisted of creative director Tim Foley, associate creative director/art director Bob Pirrmann, associate creative director/copywriter Scott Noble, and producer Scott Hainline.
Editor was Andre Betz of Bug Editorial, New York. Colorist was Billy Gabor of Company 3, New York.. Audio post mixer was Carl Mandelbaum of audioEngine, New York. Stock music was used for the spot. The principal actors in “Movie Line” were Nate Corddry, Adam Kulbersh, Henry Vick, Doug Moe and Simmy Kay.
