This is the famous commercial that introduced the world to the popular phrase of “time to make the donuts”, as said by the equally popular Dunkin Donuts spokesman Fred the Baker (portrayed by Michael Vale). The character had an incredible 15 year run, from 1982-1997, being featured in commercials and even on the box of the Dunkin Donuts brand cereal!
Just like real people do, Fred the Baker was allowed to “retire” from the company and he was even given a parade in Boston and there was a special “free donut day” promotion to commemorate Fred’s years of service. There was a great warmth to Michael Vale, his mannerisms and voice were very comforting (even as he hilariously slaps a dozing co-worker in the face with handful of flour). Sadly, Vale passed away in 2005.
Thanks to the exception work of Michael Vale, Fred the Baker will go down as one of the greatest company mascots of all-time.