Dunkin' Donuts, Inc.: Fred The Baker campaign
William BaueOverview
Wiping the sleep out of his eyes and shuffling through the early morning darkness, actor Michael Vale uttered the words "It's time to make the donuts" for the first time as Fred the Baker in a 1981 commercial created by Ally & Gargano, New York, for their client Dunkin' Donuts, Inc. Fred repeated his performance in almost 100 similar commercials over the next 16 years to become "the longest-running noncelebrity spokesperson in American business," according to Dunkin' Donuts. His longevity in the public eye earned him "full icon" status, according...