Dunkin’ is warming up for the Big Game with a new teaser that premiered during Sunday night’s Grammy Awards broadcast, and yes, Ben Affleck is back, fully committed to an idea that may or may not deserve saving.
The spot opens with Affleck doing what he does best in the Dunkin’ universe: going all in. This time, he’s convinced something from the past needs a comeback. The problem? The room strongly disagrees. Depending on who you side with, it’s either a misunderstood masterpiece… or something everyone would prefer stay buried.
Backing him up (or trying to stop him) are Jennifer Aniston, Matt LeBlanc, and Jason Alexander, a trio that knows a thing or two about TV moments that refuse to fade from pop culture memory. Why these friends? And what exactly is Affleck trying to resurrect? Dunkin’ isn’t saying yet. Watch below:
All will be revealed when Dunkin’ returns to the Big Game on Sunday, February 8, with what promises to be another chapter in its ever-expanding Ben Affleck cinematic universe.
A Big Game History of Dunkin’
Dunkin’s current Super Bowl-era run didn’t happen by accident. The brand has quietly built one of the most consistent and culturally fluent Big Game advertising streaks of the past decade, anchored by a clear creative north star and a surprisingly durable leading man.
Dunkin’ launched its first-ever national Super Bowl commercial in 2023, kicking off what has now become a recurring franchise built around Affleck, Boston authenticity, and a self-aware embrace of Americana. That debut spot aired during Super Bowl LVII and featured Affleck working a Medford, Massachusetts drive-thru, surprising real customers before a cameo from then-wife, Jennifer Lopez, punctuated the joke. The ad immediately resonated by leaning into Affleck’s real-life relationship with the brand and grounding the humor in something that felt lived-in rather than manufactured.
In Super Bowl LVIII (2024), Dunkin doubled down with “The DunKings,” escalating the concept into a full-on spectacle. Affleck returned alongside Matt Damon and Tom Brady, crashing a recording session in matching bright orange tracksuits.
What could have been a throwaway visual gag turned into a legitimate cultural moment when the tracksuits sold out almost immediately, blurring the line between ad, merch drop, and fandom. The spot also functioned as a clean product launch, spotlighting the limited-time DunKings menu and reinforcing Dunkin’s ability to convert entertainment into commerce.
By Super Bowl LIX (2025), the campaign had fully embraced its own mythology with “DunKings 2: The Movie.” The sequel leaned harder into parody and celebrity overload, adding names like Jeremy Strong, Donnie Wahlberg, and Bill Belichick while introducing a new $6 meal deal. Importantly, Dunkin proved it wasn’t just repeating a bit, it was evolving a universe, using each year’s spot to expand the joke, refresh the cast, and roll out tangible menu offerings.
Now, with Super Bowl LX (2026) marking the fourth consecutive year Affleck has fronted the brand’s Big Game presence, Dunkin has achieved something rare: a Super Bowl campaign that feels serialized rather than episodic.
The ads don’t reset every February; they accumulate meaning. Each installment reinforces Dunkin’s core positioning, familiar, regional, proudly unpolished, while still delivering headline-grabbing moments that consistently rank among the most talked-about and memorable commercials of the night.
CREDITS:
BRAND: Dunkin’
AGENCY: Artists Equity
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