Henry-Alex Rubin of SMUGGLER directed this “Holiday Unboxing” spot for Dunkin’ out of Leo Burnett Chicago, scored by music and sound design house Beacon Street Studios.
The commercial is shot from the donuts’ POV, looking up from a box at the happy folks–including Santa himself–seeking to grab a treat for themselves.
An inspired song accompanies the action. Here’s a taste of the lyrics:
“The world’s got you feeling glazed over, Sprinkle some love all around. Just climb your way up, outta that hole, And you’ll be the taste of the town. Grab the one thing that everyone’s lovin’. And as it happens, they come by the dozen. Everybody loves a donut.”
Beacon Street composers were Andrew Feltenstein, John Nau and Danny Dunlap, with Rommel Molina serving as sound designer/mixer.
Credits
Client Dunkin’ Agency Leo Burnett Chicago Britt Nolan, president & chief creative officer; Mikal Pittman, EVP, executive creative director; Justin Leskinki, Evan Thompson, creative directors; Nat Loehr, Miki Turner, associate creative directors; Alisa Wolfson, EVP, design director; Ashley Geisheker, EVP, head of production; Joe Tipre, SVP, executive producer; Christen James, sr. producer; Liz Taylor, president and chief operating officer; Elke Anderle, EVP, strategy; Ryan McKone, SVP, director strategy; Tori Ofenlock, social strategy director. Production SMUGGLER Henry-Alex Rubin, director; Patrick Milling Smith, Brian Carmody, co-founders; Sue Yoen Ann, managing director; Andrew Colon, COO; Drew Santarsiero, exec producer; Alex Hughes, head of production; Arlene McGann, producer. Editorial Cabin Nina Sacharow, editor; Lisa Barnable, head of production. Color & VFX Harbor Kalisha Allen, Oisin O’Driscoll, VFX & finishing. Music, Sound Design & Mix Beacon Street Studios Andrew Feltenstein, John Nau, Danny Dunlap, composers; Leslie DiLullo, exec producer; Rommel Molina, sound designer/engineer; Kate Vadnais, exec producer, mix.
Women athletes can’t stand out--or so they’re told. They can’t have an attitude. Can’t deliver. Can’t fill a stadium. They can’t speak up, flex or make demands. And they can’t show off or break records.
Nike has a dramatically different perspective, offering a call to athletes across the globe: Do it anyway--and redefine the expectations of sport along the way.
Together with Nike, Wieden+Kennedy Portland unveiled a :60 anthem, “So Win” during Super Bowl LIX--the brand’s first time back in the Big Game since 1998. The work speaks directly to athletes who win, lead and dominate despite constantly being told how they should act, what they can’t do, and who they can’t be.
Voiced by Doechii and directed by Kim Gehrig of production company Somesuch, the campaign highlights the driving story of today: the outstanding rise of women athletes. From record-breaking viewership to sold-out stadiums, women’s sport isn’t just growing--it’s created an undeniable energy that’s expanded the athletic landscape, showing a new picture of achievement and strength that reflects the power, skill and promise of these athletes putting in the work.
Sabrina Ionescu, Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, Sophia Wilson and several others from Nike’s iconic roster of athletes encourage everyone to block out the noise, dig in and let their hard work speak for itself.
Through “So Win,” Nike’s stance is clear: There’s nothing wrong with wanting to be the best. Demonstrated through their everyday expression of confidence and their groundbreaking achievement in sport, these athletes prove what’s possible when you embrace your full power.
