Dunkin's new ad with The Summer I Turned Pretty star Gavin Casalegno slammed for tone-deaf genetics reference

Time of India

7 days ago

Dunkin's newest commercial is under fire for referencing genetics in a way many viewers find insensitive, especially after the recent controversy surrounding American Eagle's campaign with Sydney Sweeney. The ad features The Summer I Turned Pretty actor Gavin Casalegno promoting Dunkin's Golden Hour Refresher, with the brand playing off his bronzed skin tone and the term 'golden.'
The timing has not gone unnoticed. Just days prior, American Eagle's 'Sydney Sweeney Has Great Jeans' campaign drew criticism for its messaging around Sweeney's physical traits. The campaign was slammed for echoing themes associated with eugenics, with Sweeney talking about how genes 'determine traits like hair colour, personality, and even eye colour.' That backlash is now spilling over into Dunkin's corner.
A subtle nod to genetics or a deeper problem?
While Dunkin's reference to genetics is not as overt, viewers were quick to point out the uncomfortable similarities. In the ad, Casalegno quips, 'This tan? Genetics. I just got my colour analysis back, and guess what? Golden summer.' Though the statement is framed around the beauty trend of color analysis, critics say it continues the trend of glorifying white beauty standards through coded language.
The mention of genetics in conjunction with Casalegno's sun-kissed appearance has sparked concern for reinforcing Eurocentric ideals, particularly when paired with marketing language that highlights physical traits. Some viewers noted that the issue may not lie solely in the words used, but in their context and delivery amid ongoing racial tensions in America.
Reddit users criticise ad's tone, timing, and messaging
Discussion of the Dunkin' ad quickly spread to Reddit, particularly the celebrity-focused subreddit r/Fauxmoi. One user summed up the collective frustration by asking, 'Do marketing teams not employ anyone ocolouror because what the hell is going on?' They continued, 'It's really wild to see them advertise their products like this, especially in a country where they are literally rounding up people into detention centres.'
Other users critiqued the ad from a creative standpoint, calling it 'too wordy' and accusing it of failing to make a compelling link between Casalegno's tan and the Golden Hour Refresher. One commenter questioned the casting choice altogether, writing, 'Isn't Gavin a huge right-winger?'
Another user remarked, 'So this summer eugenics seems to be in. These brands gotta be adding racist dog whistles on purpose.'
'As someone who's never been to Dunkin nor knows who this fella is, it's truly a horrible ad,' one user wrote. 'I've no clue what the drink actually tastes like, the name evokes ideas of piss more so than any fruit, and I've no interest in this rando announcing himself as the king of summer," asked one user.
Marketing missteps raise questions for brands
The backlash against Dunkin' appears to stem from a combination of poor timing, tone-deaf messaging, and an industry-wide trend of using genetics-based language to sell products. While brands may be aiming for clever or aesthetic appeal, viewers are increasingly scrutinising the language used to describe physical traits—especially when those traits align with long-standing beauty ideals tied to whiteness.
With American Eagle already under fire, Dunkin's decision to echo similar messaging has only amplified the criticism. Whether intentional or simply tone-deaf, the ad's reception may push more brands to rethink how they approach topics of identity, appearance, and race in their campaigns.
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