Ben Affleck turned the Super Bowl into a full-on ’90s sitcom reunion by enlisting a who’s-who of television icons for his latest Dunkin’ commercial.
The actor, who has become Dunkin’s most devoted ambassador in recent years, brought together Friends stars Jennifer Aniston and Matt LeBlanc alongside Ted Danson, Jason Alexander, Alfonso Ribeiro and Jasmine Guy for a Big Game spot that aired during Sunday’s broadcast (February 8). The result was Good Will Dunkin’, a self-aware parody of Affleck’s Oscar-winning Good Will Hunting—reimagined as a long-lost, deeply questionable sitcom pilot.
Affleck appeared in the ad wearing a blond wig reminiscent of Matt Damon’s look in the 1997 film, as the spot opens with the title card: “Before the movie, a much better version of Good Will Hunting was made as a sitcom with a real genius in the lead and some other actors.”
Set entirely inside a Dunkin’ location, the commercial played like a found VHS relic, complete with coffee-fueled banter and exaggerated sitcom rhythms. LeBlanc leans fully into the bit, sporting a Joey-esque wig and wardrobe, while Affleck drops the famous “How you doin’” line on Jasmine Guy. When Ribeiro flashes a photo of Jennifer Aniston and asks, “Don’t you have a girlfriend?”, Affleck fires back with another Friends callback: “We’re on a break! I don’t need her, I’ve got everything I need right here at Dunkin’.”
Aniston later makes her entrance at the Dunkin’ window, styled unmistakably as Rachel Green, before revealing her on-screen boyfriend, NFL legend Tom Brady.
Jason Alexander later shared how the concept was pitched, explaining that the cast was told they would be digitally de-aged to fully sell the ’90s illusion. “It was pitched [to me] exactly like what you see, as if Good Will Hunting had started as a bad pilot. It is the found pilot, and we’re gonna de-age you. That was the pitch,” he told Esquire.
Despite the ensemble having little shared history, Alexander said the shoot felt instantly familiar. “It was as if we all knew the drill and had done it before, when in fact we had not … It was comfortable.”
As for the digital youth treatment, he added with a laugh: “They added hair pieces that resemble, I’ll laughably say, my hairline in the ’90s… That was never my hair. But I look younger. God bless them, they got me back to my thirties.”
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