Distasteful Ad From Dunkin' Donuts!

One Million Moms has received many complaints regarding the new ad campaign from Dunkin’ Donuts. The commercial features Sabrina Carpenter launching the new Sabrina’s Brown Sugar Shakin’ Espresso. Unfortunately, it also features a “Shake That Ess” slogan.

Foul language (or implication of it) is unnecessary in this or any advertisement. Yet, that is apparently what Dunkin’ intended. This inappropriate slogan is repeated throughout the commercial.

Carpenter states, “I just love shaking that ess.”

Another character replies, “You’re really good at shaking that ess.”

Immediately, the viewer knows what is implied, since the word “ess” so closely resembles the a-word that even YouTube spells out the commercial’s text with closed captioning.

Carpenter continues, “Been shaking that ess for hours.”

Other characters follow her lead, with Carpenter’s grandmother even joining in. 

At this point, while smiling, Carpenter jokingly says, “Oh, shake that ess kind of sounds like shake that ….” And the ad bleeps out the a-word at that point.

Of course, the ad campaign obviously insinuates profanity throughout the entire commercial. It’s also obvious that Dunkin’ chose to include this profane insinuation and to end the ad with viewers completely understanding the intended implication.

This type of advertising is entirely unnecessary. Dunkin’ has deliberately chosen to produce controversial advertisements instead of wholesome ones. One Million Moms finds this highly inappropriate.

Apparently, Dunkin’ executives do not care about what children hear – despite how damaging and destructive such ads are to our children. Everyone knows kids repeat what they hear. This ad demonstrates weak marketing, and Dunkin’ should have the corporate responsibility not to use an age-old euphemism that offends families.

Let them know that, as a parent and a consumer, you are disgusted by their recent irresponsible marketing choices.

Dunkin’ needs to know that parents disapprove!

TAKE ACTION:

If you agree that this marketing campaign is inappropriate, please sign our petition urging Dunkin’ Donuts to cancel these “Shake That Ess” commercials immediately.