Dunkin' Donuts UK Work on Creativity

Written By THE MARTIN AGENCY

Dunkin' Donuts on a Stick Propelled a London Marathoner to the Finish Line

Social Film From The Martin Agency Explained Runner's Crazy Costume

By Alexandra Jardine. Published on Apr 24, 2017


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Dunkin' Donuts sponsored a runner in the London marathon this weekend with a costume involving a donut on a stick dangling in front of his face -- but it invented a whole backstory to this so-called "Marathon Motivator" to create some buzz on social media.

Scott Montgomery from Liverpool ran the London Marathon with the "carrot and stick"-style Dunkin' Donuts headgear set that dangled a gian donut 18 inches from his face throughout the race (see some photos here). He also wore a Dunkin' Donut's branded outfit alongside the message "Just Donut." The company sponsored Montgomery two thousand pounds towards his chosen charity, Children with Cancer UK.

Ahead of the marathon, The Martin Agency London created a social film that apes '80s home shopping TV, suggesting that the "marathon motivator" was a failed '80s gizmo. The "official" line from Dunkin' Donuts was that they had re-discovered the film in their archives and were resurrecting it for the London Marathon 2017.

Daniel Fisher, executive creative director at Martin London said in a statement: "The London Marathon is a fun event, Dunkin' is a fun brand, and The Martin Agency is all about weird shaped ideas, so this felt like the perfect way to get involved."

THE MARTIN AGENCY

About The Martin Agency

We are a full-service creative agency with a proven ability in leveraging audience and cultural intelligence to build distinctive brands globally. We’re committed to fighting invisibility with ideas that permeate culture, work that drives results for our clients, and a culture our employees are proud of. From creating the beloved GEICO Gecko, to modernizing UPS, a 115-year-old brand, by making them relevant to a new generation of culture-shifters and entrepreneurs, to lighting the internet on fire with Solo Stove’s “Snoop Goes Smokeless” campaign, we’ve been behind some of the most significant brand transformations in history. We're creating steady buzz for brands like Papa Johns, OREO, CarMax, UPS and TIAA, to name a few. And as Ad Age’s Agency of the Year (2023), 2x Fast Company Most Innovative Companies (2023 and 2024) and back-to-back Adweek Agency of the Year (2020 and 2021), our momentum is only building. For more information, visit www.martinagency.com.

Media Contacts:
The Martin Agency | Katherine Sheehan | katherine.sheehan@martinagency.com

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