Hilary Duff stars in festive Dunkin’ campaign and viewers react

Hilary Duff’s new Dunkin’ Donuts holiday commercial has drawn praise and criticism as fans react to its playful tone

Hilary Duff is fronting Dunkin’ Donuts’ latest holiday campaign, but the commercial has provoked a wide range of reactions since it appeared online this week. The new spot leans into a seasonal theme of ‘naughty and nice’ with Duff playfully interacting with the brand’s new festive Munchkin flavours and leaning on nostalgia that nods to early 2000s pop culture.

In the advert, which was shared on Instagram and other social platforms, Duff stands in a kitchen setting holding boxes of the chain’s Holiday Sprinkle and Salted Dark Chocolate Munchkins while speaking to animated ‘talking’ Munchkin characters. She reads from a book labelled ‘Hilary’s Naughty & Nice List’ and makes light self-referential jokes about everyday, relatable holiday behaviour, for example distinguishing between texting “I’ll be there in five” and actually getting out of bed in time. The playful details include references to her music career and cultural moments from her earlier work, which the campaign uses to evoke a sense of seasonal fun.

 

 

 

 

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Dunkin’ said the campaign was designed to blend humour and festive joy while spotlighting its limited holiday menu. The inclusion of colourful visuals and light banter between Duff and the animated snacks aims to connect the brand’s new offerings with holiday energy and a carefree spirit.

However, the commercial has also sparked mixed feedback among viewers. Some people said they appreciated the upbeat tone and Duff’s charm, viewing the ad as a cheerful and nostalgic take on holiday snacking. These supporters highlighted the way the campaign incorporates Duff’s personality and references that appeal to millennial fans who grew up with her earlier work.

Others were less enthusiastic. Critics described elements of the commercial as feeling “forced” or “odd” for a holiday campaign, with some suggesting that the “naughty versus nice” concept leaned too heavily on playful innuendo rather than straightforward festive appeal. A subset of feedback focused on the animated Munchkins, with some saying the characters detracted from the overall feel and made the sequence seem disconnected from the actual product. A number of viewers also commented on social media that the humour did not land for them, leaving the advert feeling unusual rather than engaging.