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Published Monday, January 02, 2006 by seanlmccarthy | E-mail this post

A BELATED APPRECIATION FOR MICHAEL VALE

How many people can say they've impacted a generation in 60 seconds or less? Michael Vale did, reminding Americans for 15 years that it was "time to make the doughnuts" for Dunkin Donuts ads. 1982 to 1997. Vale got a parade and pep rally in Copley Square when he retired his "Fred the Baker" character.

To put it into perspective, think of Jared from Subway or the Verizon Wireless "can you hear me now" guy. Each one of them is nationally known. Each one of them has been on TV ads for a few years now -- but can you imagine seeing them on TV ads for another 10 years? Another 12 years? Eggsactly. You cannot even imagine seeing them on TV tomorrow without wanting to curse them both with a case of the bird flu.

My colleague Donna put Vale's accomplishments into business perspective on Sunday.

CNN talked to the guy who hired Vale for the Dunkin Donuts campaign here (with video link).