Film Craft > Production
ARTISTS EQUITY, Los Angeles / DUNKIN' DONUTS / 2024
Overview
Credits
Why is this work relevant for Film Craft?
Dunkin’ was squeezed between Starbucks and McDonalds. Dunkin’ had doubled down on product experimentation, but the strategy hadn’t translated to sustained growth. Forgettable ads were forgotten, and traffic was on an 8 year decline.
Dunkin’ had to steal attention—and sales—from their competitors. To do that, they had to make a seismic impact on culture.
We built a Hollywood-style Cinematic Universe with multiple chapters, crazy characters, and a depth of content so entertaining, people sought it out on their own. An extended director’s cut of “The DunKings” campaign became a viral hit and expanded the social buzz following Super Bowl 2024.
Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.
While Dunkin’ is a national brand, its soul is found where it all began: Boston.
Boston has a character all its own, and it’s proud. It produced cultural touchstones like Cheers, The Departed, and dominant global sports brands like the Red Sox (MLB) and the Celtics (NBA). The accent is a beloved American icon.
Famous Bostonians are as proud of their Boston heritage as anyone. For some figures, Boston becomes a part of their public persona.
Such is the case for Ben Affleck. Ben’s global stardom has been rooted in his Boston upbringing since his breakout performance in Good Will Hunting, and he’s one of America’s true A-listers. He’s a two-time Oscar winner, a renowned performer and director, and he’s married to fellow A-lister Jennifer Lopez, who appears in the work.
He’s been photographed carrying Dunkin’ since the 90s. Known for his meme-inducing moments of ennui, a 2020 paparazzi photo captured the actor struggling to carry a large Dunkin’ order, prompting fans online to share widely, dubbing it a quintessential “Boston moment” and Ben a “relatable king.”
Ben and Dunkin’ shared the same Boston qualities: relatability, blunt honesty, enthusiasm, and a willingness to enjoy a joke, even if it may be at his own expense.
In this work he is joined by Matt Damon, childhood friend and Bostonian, and fellow A-list actor; as well as Tom Brady, 7x Super Bowl champion quarterback, 6x for Boston’s NFL team, the Patriots.
Write a short summary of what happens in the film.
One week prior to Super Bowl ’24, we released a teaser during The GRAMMYs: after Ben’s promotion to Dunkin’ brand ambassador, he’s preparing for an even bigger impact. He bothers a music producer and looks at costumes. Boston-based TikToker Charli D’Amelio is his dance coach. Young rap talent Jack Harlow tries to dissuade him from doing whatever this is, appealing to his “voice of reason.” Ben refuses. To Be Continued cliffhanger. Two more social teasers drop before SB ’24.
Then during SB ‘24, Ben reveals his passion project. He crashes JLo’s recording session to reveal his new jumpsuit-clad, star-studded “man-boy band”, The DunKings, featuring Tom Brady and Matt Damon. They dance to an original pop track, then pose. JLo’s overwhelmed, Matt Damon’s chagrined, Tom is just happy to be there, and Ben walks away with the last laugh—Dunkin’ is naming a drink after them.
Background:
Dunkin’s advertising was on a marketing treadmill, messaging around constant menu updates. To no end—traffic was declining. And that traffic was going to Starbucks and McDonalds.
Dunkin’ did own traffic and attention in their historic home in the Northeast. 47% of adults in Boston order Dunkin’ at least once a month, and brand love is sky high.
But regional success hadn’t translated to national success. They were too reliant on their core loyalists: 43% of Dunkin’s total sales came from the Northeast, a region representing only 10% of the US population.
The challenge was extending that dominance to the rest of the country. Dunkin’ needed to raise their profile and drive awareness, positive sentiment, and, ultimately, sales.
Dunkin’ had to launch themselves over the heads of their competitors in the public conversation. And that meant creating an undeniable cultural moment that would put Dunkin’ on everyone’s radar.
Provide the full film script in English.
"FROM POP STAR, TO DUNKING"
INT. DUNKIN’ CREATIVE SPACE - NIGHT
Ben watches news coverage of him and wife Jennifer Lopez at
the Grammy’s the previous year. The headline reads
“The
Bordest Man in the World.”
VOICE 1
Oh my God. He was so bored.
VOICE 2
Why does he look so bored?
VOICE 3
Bored!
BEN
Keep laughing. Said I was bored?
No. Steadying. Always watching.
Who’s on the stage? What moves can
I steal? I can do that. How hard
could it be?
INT. BEN’S SPECIAL HOME RECORDING STUDIO - DAY
Ben paces on the phone with a box of Dunkin’ donuts in arm.
BEN
What’s going on, baby? I’m in the
office, in the editing studio. It’s
a fun thing for me because I don’t
really-- I’ve never done any music
thing or anything like that.
Ben walks into the part of the studio revealing a recording
studio set-up: keyboards, speakers, desktop, etc.
BEN (CONT’D)
I think because of that I had this
crazy dream-- you’re gonna laugh--
I had come up with some beats and
some rhythms. And then you were
like ‘That’s dope. That’s amazing.
I love that. That’s like a whole
new sound. Maybe we should put that
on the record.’ I even had like a
persona like JLo but BLo. That’s
the bad version obviously. Do you
have any time today if I wanted to
squeeze by and like--
(disappointed)
I understand.
INT. DUNKIN’ CREATIVE SPACE - NIGHT
Ben talks to himself.
BEN
Jen, you know, you’re not the only
one with a dream. Not the only one
with an identity and a self expression
and a truth.
INT. RECORDING STUDIO
Ben sits down next to CHAUNCEY, big-time music producer.
BEN
What’s going on?
Ben waves a CD labeled “Ben’s Beatz.”
BEN (CONT’D)
These are the beats right here.
CHAUNCEY
Is that... a CD?
BEN
Big-time music expert, you don’t
know where music comes from? It
goes on CD’s, partner.
CHAUNCEY
Well, I do remember those.
BEN
This is rough, but it’s also
finished.
The two listen to a track off the CD. Ben nods, enjoying his
music. Chauncey does not have the same reaction.
SONG
Ben got them Beatz. Walk into this
Dunkin’ I’m home. (I’m home)
Ben pauses the song to explain his musical genius.
BEN
What you hear there is like--
that’s the soul of it.
CUT TO:
INT. CHAUNCEY’S RECORDING BOOTH - DAY
Ben lays his heart and soul in the booth.
BEN
(attempting to sing)
And I’m still down with Dunkin’.
(speaking to Chauncey)
Should I do the dance with it or
not?
CHAUNCEY
Um... probably not.
BEN
This is rehearsal; we’ll be here
all day.
INT. DUNKIN’ CREATIVE SPACE - NIGHT
Back to the scene where Ben comforts himself against the
haters.
BEN
I’m not bored. I’m locked IN.
INT. WARDROBE FITTING ZONE - DAY
A STYLIST rolls in a rack of clothes.
BEN
I got like--
Ben shows her his colorful costume ideas for his pop-star
persona. The first is pink and includes shoulder pads and a
huge donut hat.
BEN (CONT’D)
This or too subtle?
INT. DUNKIN’ CREATIVE SPACE - NIGHT
Back again to the scene where Ben comforts himself against
the haters.
BEN
I should be on that stage. I’m a
dancer.
CUT TO:
INT. WARDROBE FITTING ZONE - DAY
Ben shows CHARLI D’AMELIO a clip taken from “The Tonight Show
starring Jimmy Fallon” on his phone.
JIMMY’S VOICE
You don’t know who Ben Affleck is?
Ben pauses the video.
BEN
Are you kidding though, right?
That’s a--
CHARLI
No. Is that you?
BEN
I am Ben. I know. That’s a bit of a
younger picture–
CHARLI
Ohhhhhh. Jennifer Lopez’s husband.
That’s cool.
BEN
I’m kind of an influencer myself,
of sorts.
CHARLI
What do you do?
BEN
Uhh, I do some acting and writing
and directing of movies which are a
long-form of entertainment that
were popular in the twentieth
century.
To music, Charlie demonstrates some choreography for Ben, but
it is too intense for a man of his age and agility. He tries
to follow but can’t.
BEN (CONT’D)
You know, if I do that, I think
people are going to be overwhelmed.
CHARLI
We can always do like a step.
Charlie steps.
BEN
Bing!
CHARLIE
Clap!
Charli claps.
BEN
Boom!
CHARLIE
Yeah!
BEN
Is that cool?
CHARLIE
I mean... yeah.
BEN
Who is TikTok?
This leaves Charli speechless.
INT. DUNKIN’ CREATIVE SPACE - NIGHT
Back again to the scene where Ben comforts himself against
the haters.
BEN
They tell you you’re no good…
EXT. BACKYARD - DAY
Ben pulls out a chocolate-donut-shaped necklace from a
colorful felted box and puts it on.
BEN (V.O.)
You’re a goofy, middle-age, clumsy
white guy who can’t sing, and you
can’t sing on key. You’re not
coordinated. That means I can’t be
a pop star?
INT. DUNKIN’ CREATIVE SPACE - NIGHT
Back again to the scene where Ben comforts himself against
the haters.
BEN
Underestimate Boston, mhm, at your
peril.
INT. BACKYARD - DAY
Ben stands proudly wearing the chocolate-donut-shaped
necklace.
BEN
This is me now.
A Dunkin’ tracksuit is slightly visible through the opening
of a Dunkin’ donut box.
INT. JACK HARLOW’S CAR - DAY
Ben confides in his friend JACK HARLOW.
BEN
Last year she comes by my spot,
doesn’t ask permission. Now I’m
just going to go in there and show
her what I can do.
Jack looks at Ben, trying to hide his concern.
BEN (CONT’D)
Here’s why I know it’s right.
Because there’s a voice: ‘Don’t do
this. Terrible mistake.’
JACK
That might be what you need to
hear.
BEN
No, that’s the wrong voice.
JACK
No it’s not. Maybe it’s the voice
of reason.
BEN
Nah, I don’t have that voice.
Believe me.
Ben and Jack share a look of understanding that Ben is going
to do what Ben wants to do. Ben exits the car.
INT. JLO’S RECORDING STUDIO - DAY
JENNIFER LOPEZ and her team of music producers hard on her
latest album “This Is Me... Now.”
EXT. JLO’S RECORDING STUDIO - DAY
Ben takes deep breaths, preparing himself.
BEN
(to himself)
You can do this.
Ben slams open the door.
CUT TO:
INT. JLO’S RECORDING STUDIO - DAY
An ASSISTANT hands Jennifer a “This Is Me... Now” poster.
ASSISTANT
(whispering to Jennifer)
He’s here.
JENNIFER
No.
At that moment Ben barges into the recording studio with a
team in matching Dunkin’ pink and orange tracksuits behind
him. Jennifer is horrified.
BEN
What up, Bronx?! For your
consideration here comes the Boston
Massacre: THE DUNKINGS!!!
A banner drops displaying The DunKings logo. Ben and three
BACKUP DANCERS stand proudly in front of it. Jennifer
scratches her forehead in frustration.
BEN (CONT’D)
(re: TOM BRADY on
keyboard)
Touch down Tommy on them keys!!!
Play it, coach.
Ben and Tom fist-bump.
TOM
You got it.
BEN
I’m going long, Johnny. Oh!
Ben pretends to catch an imaginary football.
BEN (CONT’D)
And needs no introduction, my
partner.
Ben points to MATT DAMON who holds the DUNKINGS ICED COFFEE
with a DUNKINGS MUNCHKINS SKEWER.
MATT
Sometimes it’s really hard to be
your friend, man.
BEN
You said you were going to support
me.
Another man in tracksuit, HENRY blows a wind machine in
Matt’s face.
MATT
No, Henry, no.
Henry backs up.
Ben finds his pitch.
DUNKINGS
(singing and cringey
dancing)
DunKings! Don’t dunk away with my
heart! Why you dunking me, girl?
Why you dunkin’? DunKings! Don’t
dunk away my heart!
Jennifer is both disappointed and embarrassed. FAT JOE
watches with disgust.
Henry blows the wind machine into Ben’s face. Ben taps it
away.
BEN
(out of breath)
This is ME now.
Matt builds courage.
MATT
How do you like... ‘them donuts.’
I’m so sorry.
BEN
You hate to see it, but I forgive
you. Lay us on the track. What
track are we?
JENNIFER
(scolding)
We talked about this.
Ben is taken aback.
BEN
(to The DunKings, crushed)
Let’s go.
Matt takes another sip of The DunKings drink.
BEN (CONT’D)
You know what? You’re biased.
You’re blinded by them pinstripes.
Ben and the rest of The DunKings exit with their heads hung
in shame.
BEN (CONT’D)
Here goes Babe Ruth!
Ben accidentally bangs his head on The DunKings banner.
JENNIFER
Tom?
Tom smiles at her.
JENNIFER (CONT’D)
(sweet)
You can stay.
EXT. JLO’S RECORDING STUDIO - DAY
Ben and Matt walk with their chins up.
MATT
Remember when I told you I’d do
anything for you? This is anything.
BEN
Chill. They’re naming a drink after
us.
THE END
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