Apparently, we’re going to be enjoying some donuts tonight with our football snacks. Dunkin’ Donuts is going to premiere an ad that’s simply an entire Vine video.

Let’s see how we like it, then meet back here to discuss.

In the meantime, here’s a Vine video of a Dunkin’ Donuts TV ad, which is starting to get really complicated to think about in context with this story:



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UPDATED 9/10/13, 9:30 a.m. or so

Okay, so I confess: I’m playing keyboards in a rock band for a charity thing on Saturday and was at practice last night during Monday Night Football. I think I was probably playing the lead lick on Wilco’s “Always In Love” on my vintage Yamaha monophonic synthesizer when the Dunkin’ Donuts Vine ad aired.

I figured it would be mentioned someplace on the web and I could watch it and we could share our opinions together, and drink coffee and chuckle with each other. It’s kind of hard to find anything about it. Goes to show you get all your PR before you do something.

Is this it? This is what I found:

So I like the fun of the event of TV’s first Vine ad (they used it as a “billboard” instead of just their logo, apparently). That’s cool. I also admire the quick turnaround if I understand correctly that this little scene is a replay of a play during the actual game—impressively quick Vine creation. That wins them some affection. So: novel, and impressive turnaround. Two great things.

I also think it could wear thin pretty quickly when the gimmick effect runs out.

But it hasn’t run out yet.

It helps that Dunkin’ Donuts is a playful brand, and has a history of farting around with technology and stunts.

And not every ad can become a part of our cultural heritage, uttered by every sleepy worker who has to stand up and do what needs to be done. That standard is too high, and can’t usually be achieved deliberately and with calculation.

My Conclusion:

So I think (if that Vine I embedded is the Vine all the hoopla is about) it’s a successful PR stunt to have the first Vine billboard ad on Monday Night Football, and it’s cool to do it so quickly. It ain’t “Time to make the donuts” (or even one of my favorite campaigns, with They Might Be Giants doing what seems like a couple dozen different little songs for them). But it keeps Dunkin’ Donuts looking alive and awake.

Perfect for a brand dedicated to getting you going in the morning.