Dunkin' Donuts994 Archiveskicking off its latest ad campaign with a high-flying spectacle.
Looking for a splashy way to demonstrate the speed of its new mobile ordering app, the fast-food breakfast chain hired wingsuit base jumper Ellen Brennan, who's known as the world's fastest flying woman, to launch herself off of an 8,346-foot mountain peak in France.
SEE ALSO: Lyft driver Shaquille O'Neal confuses unsuspecting passengers with terrible disguisesBut that death-defying feat alone wasn't the tricky part. To really drive its message home, the company wanted Brennan to swoop past a makeshift storefront constructed on a cliff and -- while rocketing through the air at 120 miles-per-hour -- grab a bag of donuts suspended nearby.
Hitting the tiny target took her more than 30 tries.
"We wanted something big and bold and crazy," said Sherrill Kaplan, the donut chain's vice president of digital marketing and innovation.
In the process, Brennan may have hit on a professional milestone of sorts; the brand is claiming the stunt marks the only known attempt by a base jumper to grab an item of that size mid-flight.
The entire endeavor, which was orchestrated by ad agency DigitasLBi, is documented in the video below.
The brand also filmed one of Brennan's early flights with a 360-degree camera.
The minute-long commercial comes a week after the donut chain overhauled its long-running "America Runs on Dunkin'" campaign with more emphasis on celebrating its customers.
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