I returned to work this week after a nice long winter break and found myself uttering a phrase that has stuck with me since I was a kid in the early 80s. Upon dragging my weary body out of bed well before the sun was due to rise, I simply uttered.. "Time to make the Donuts".
I've been a lifelong Dunkin' Donuts fan. As a kid I often begged my folks to take me there to get "Munchkins" Donut Holes for breakfast. I made my Mom buy me Dunkin' Donuts Cereal when it came out, both in glazed and chocolate versions. Dunkin' Donuts was one of the first places where I became closely acquainted with, and succinctly started developing a taste for the intoxicating roasty dark nectar known as coffee.Before I get too far however, maybe I should post a few of the old Dunkin' Donuts commercials for those of you who may be too young to remember the "Time to make the Donuts" Guy. The first commercial was named one of the best five commercials of the 80s by the Television Bureau of Advertising..
That endearing "Time to make the Donuts" guy became known as 'Fred the Baker'. Fred was played by actor Michael Vale who portrayed the character for 15 years from 1982 to 1997. I can't think of another single actor that successfully carried a brand for so long. What's more, he seemed to get better with time.. his character becoming ever more funny and loveable with every new commercial. My family got to where we would crack up the second we saw his face on TV.
Mind you.. Vale's career was not a fluke. He took acting classes with Tony Curtis and Ben Gazarra, had a wonderful career on the screen and stage, and starred in well over 1300 commercials. Here's Vale in a commercial for Black Flag Roach Motels, with another acting great Mary Jo Catlett..
Michael Vale is sadly no longer with us, as he passed away in 2005 at the age of 83. After his passing, Dunkin' Donuts actually ran an "In Memory of" commercial dedicated to him. I haven't been able to find this commercial anywhere, but will make sure to post it here if I do.
The "Time to make the Donuts" tagline and all marketing that accompanied it was sheer genius. Some thirty years later after the first commercial, it's still deeply engrained in American pop culture. It may even rival Wendy's "Where's the Beef" slogan as far as recognizable tag lines from the 80s go.
Apart from a great marketing promotion and endearing persona that Vale superbly embodied, it got me thinking as a young boy that someone had to get up in the middle of the night to "make the Donuts", in order for them to be fresh and ready by morning. I was.. and always will be a big fan of Michael Vale. His legacy of the Dunkin' Donuts Baker, is a credit to both comedic character acting and good donuts alike.
I never saw these growing up because there isn't a Dunkin' Donuts within 100 miles of here! Looks like I missed out. Love that they did a memorial ad for him.
ReplyDeleteThere must have been hundreds upon hundreds of DD commercials from back in the day! But yeah, it makes sense why they might not have been shown in your market.
DeleteI apologize if this sounds like I'm putting a damper on this post, but I worked at a hotel while putting myself through college, and Michael Vale stayed with us one night. He came in very late, and I heard from the overnight crew who checked him in that he was a total tool and very disrespectful and rude. I totally believed them, because we had a few famous people stay with us who turned out to be total douchebags (the singer Judy Collins was a real b*tch to me on the phone during her stay.) So unfortunately, I can no longer look back on his Dunkin' Donuts commercials with fond nostalgia.
ReplyDeleteTwo people who were cool...Bob Newhart and Louis Gossett, Jr. LGJ was just the nicest guy...so pleasant. I think quite often the way people treat service people says oodles about their true character.
I've heard stories like this for years about different famous folk. Carrie Fisher treated my buddy real nasty when he was checking her in at a Hotel once. Heck.. when the Osmond's were at the height of their popularity, they came through our town and stopped at a local eatery. The staff rolled out the red carpet for them and waited on them hand and foot, but were treated terribly, and even stiffed on the tip! It happens I know, and it really can have a lifelong effect on what some people think of them!
DeleteI can't think of another single actor that successfully carried a brand for so long.
ReplyDeleteHow about Mr. Whipple with Charmin??
Oh my gosh.. you are right! Not sure why I forgot about him. Well.. maybe it has to do with my personal Donut vice. LOL
DeleteMr Whipple had a VERY good run! 20 years I believe. AND.. he came back briefly in the 90s. Finally.. they replaced him with those darn annoying bears.
Thanks for this.
ReplyDeleteI was a fan too and often find myself using the "Time to make the donuts" line whenever vaguely relevant. =)
Other long-running ad spokes; Virginia Christine as Mrs. Olsen for Folgers Coffee (21 yrs) and Avery Schreiber for Doritos (not sure for how long but at least a decade).
I loved Avery Schreiber! He was everywhere back in the day! Again.. one of those actors that you started cracking up as soon as you saw them. Totally forgot about "Mrs. Olsen". Good ones Man!
DeleteI remember Madge the Palmalive Lady in the beauty shop soaking women's hands in soap detergent to keep them soft and Josephine the plumber showing up on TV (actress Jane Withers) - I don't remember if she was selling Comet cleanser or not.
ReplyDeleteAh yes.. Madge!! I always got a kick out of her bold demeanor. Man they ran the heck out of those commercials during the weekdays. I remember seeing tons of them when I happened to be home from school sick, or on vacation breaks. Thanks for the memories John!
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