Description
This Dunkin’ billboard is one of those ads that doesn’t even try hard, because it doesn’t need to. Three familiar cup sizes stand side by side like a lineup you already know by heart: Small, Medium, Large. But then comes the new oversized cup towering over the others with a sleepy confession above it: “Okay, I’m up.” It’s instantly relatable. Anyone who’s ever tried to wake up before they’re ready knows that some mornings require… well, a little more coffee than usual.
How It Works:
The ad is funny because it speaks the language we all speak before 9 a.m., minimal words, big caffeine. There’s no complicated messaging, no dramatic visuals, just a simple size comparison that tells the whole story. The humor sneaks in through the oversized cup acting like the hero of the day, the one that finally gets you going. It matches perfectly with Dunkin’s identity: practical, unfussy, and built for real people with real mornings.
How It Can Be Reused:
Any brand wanting to communicate “this is a bigger, better version” can steal this play. Just line up the old versions like characters in a quiet family photo, then introduce the new one with a punchline or personality. It turns something as basic as size progression into a fun visual narrative. Whether it’s drinks, snacks, gym memberships, or even tech products, the idea works because it taps into something universal: sometimes more really is exactly what you need.
