The 2025 MTV Video Music Awards delivered not just music and spectacle but also a dose of comedy and brand integration, thanks to Dunkin’ and comedian Megan Stalter. During the ceremony at New York’s UBS Arena on September 7, Stalter interrupted the night’s flow with a gag that blurred the line between live entertainment and advertising.
An official sponsor of the VMAs, Dunkin’ leaned into its cultural presence with a stunt that combined a pre-filmed commercial and a live payoff. The campaign, created by Paramount Brand Studio and directed by Laura Murphy of Gravy Films, followed Stalter as she dashed backstage in a scripted segment shouting “Dunkin’?!” in search of the coffee chain. Her frantic hunt culminated in a barista handing her a strawberry dragon fruit Refresher — with Stalter gushing, “Wait, I actually love you,” before inviting him to the show.
The sketch transitioned smoothly into the live broadcast, as Stalter and the barista, now in matching outfits, strutted together through the UBS Arena to the audience’s delight. The moment doubled as both a punchline and a subtle showcase of Dunkin’s popular Refresher drinks.
Director Laura Murphy praised the collaboration, saying, “I love working with Paramount and was excited to collaborate with them again, especially alongside Megan Stalter, who’s such a comedic genius. And as a longtime Dunkin’ fan, it was a joy to bring all of that together in this project.”
By weaving a brand message into one of pop culture’s biggest nights, Dunkin’ reinforced its playful image and cultural relevance. The activation not only promoted its products but also highlighted how humor and authenticity can make branded content feel at home in the heart of live entertainment.
