Ben Affleck in a drive-thru window isn't just a meme. It’s a masterclass. Honestly, when we think about the Dunkin Donuts Super Bowl presence over the last few years, we’re looking at a complete pivot in how legacy brands try to stay relevant without looking like they're trying too hard. Most companies spend $7 million for 30 seconds of your time and end up being forgotten by Monday morning. Dunkin? They built a cinematic universe.
It started with a simple premise: Ben Affleck loves Dunkin’. Like, really loves it. The paparazzi photos of him fumbling three iced coffees and a box of Munchkins have been internet gold for a decade. Instead of fighting the memes or trying to create something artificial, Dunkin’ leaned into the "Boston-ness" of it all. They didn't just hire a celebrity; they hired a fan.
The "DunKings" Era and Why It Worked
The 2024 Dunkin Donuts Super Bowl commercial was arguably the peak of this trajectory. You had the "DunKings." Ben Affleck, Matt Damon, and Tom Brady in bright orange tracksuits. It was ridiculous. It was loud. It was also incredibly smart business. While other brands were busy trying to be "inspirational" or "cutting edge," Dunkin’ went for self-deprecating humor.
Matt Damon’s face in that ad said everything. He looked like he wanted to be anywhere else. That’s the "human" element that AI or traditional corporate scripts usually miss. It felt like a group of friends doing something stupid because one of them had a vision. That vision—an aspiring boy band called the DunKings—wasn't just a one-off joke. It was a product launch. Within minutes of the ad airing, the DunKings tracksuits sold out on the Dunkin’ website. The "DunKings Iced Coffee" became a real menu item.
This is the "Full Funnel" approach. You don't just run an ad for awareness; you create a cultural moment that translates directly into merchandise sales and foot traffic. Most people get it wrong—they think the Super Bowl is about the reach. It’s not. It’s about the "after-life" of the content.
Beyond the 30-Second Spot
If you only look at the television screen, you're missing half the story of the Dunkin Donuts Super Bowl strategy. The real work happens on TikTok and Instagram days before the game even starts. In 2023, the teaser campaign featured "hidden" camera footage of Affleck working the window at a Medford, Massachusetts location. Real customers were genuinely confused. They weren't actors. That authenticity is why the clip went viral before the Super Bowl even kicked off.
Social media teams today often over-sanitize things. Dunkin’ does the opposite. They let the chaos breathe. By the time the actual commercial aired during the game, the audience was already invested in the "storyline."
- The Boston Connection: Using Affleck, Damon, and Brady isn't just about fame. It's about geography. Dunkin’ is a religion in New England. By leaning into those roots, they solidified their "home turf" while appearing authentically "local" to the rest of the country.
- The JLo Factor: Bringing Jennifer Lopez into the mix added a layer of celebrity gossip/reality TV energy. It turned a donut commercial into a meta-commentary on Affleck’s real life.
Why Other Brands Fail Where Dunkin’ Wins
Most Super Bowl ads feel like they were written by a committee of forty people who are afraid of offending anyone. They end up being bland. Dunkin’ took a risk by being "cringe." The DunKings tracksuits were objectively ugly. The song was terrible. But that was the point.
In marketing, the worst thing you can be is forgettable. You’d rather have 10% of people hate your ad and 90% talk about it than have 100% of people forget it two minutes later. The Dunkin Donuts Super Bowl ads are designed to be "meme-able." They provide the raw material for creators to make their own content.
There's a specific psychological trigger at play here called "The Pratfall Effect." It’s a phenomenon where people who are generally perceived as competent or high-status become more likable after making a mistake or appearing foolish. Seeing Tom Brady—the GOAT—playing backup "keys" in a ridiculous orange outfit makes him, and by extension the brand, feel approachable.
The Economic Impact of a Donut Ad
Let's talk numbers, because at the end of the day, this is a business move. The cost of a Super Bowl ad is astronomical, but the "earned media" (the value of the news coverage and social shares) often dwarfs the initial spend. For Dunkin’, the DunKings campaign generated billions of impressions.
It also shifted the brand perception. For a long time, Dunkin’ was just the "utility" coffee. It was what you grabbed because it was there. Through these high-profile Super Bowl moments, they’ve transitioned into a "lifestyle" brand. People wear the merch. They post photos of their "DunKings" orders.
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This isn't just about selling more glazed donuts. It’s about competing with Starbucks on a cultural level. While Starbucks focuses on the "third place" and a premium experience, Dunkin’ has claimed the "fun, fast, and unpretentious" lane.
The Evolution of Celebrity Endorsements
The old way of doing things was simple: pay a celebrity to hold a product and smile. That’s dead. Nobody believes it. The new way—the Dunkin Donuts Super Bowl way—is to co-create a character. Ben Affleck isn't a "spokesperson" for Dunkin’; he’s a character in their universe.
We saw this again with the 2025 rumors and the continued expansion of the "Boston" cinematic universe. The brand understands that consistency is better than novelty. Instead of picking a new celebrity every year, they keep building on the same story. It’s like a TV show that only airs once a year, and the Super Bowl is the season finale.
Common Misconceptions About the Strategy
Many people think Dunkin’ just got lucky because Ben Affleck likes their coffee. Luck is part of it, sure. But the execution is what matters.
- "It’s just about the celebrities." Wrong. It’s about the specific celebrities and their existing relationship with the product. If they put Kim Kardashian in those ads, it wouldn't have worked. It would have felt fake.
- "They spend all their money on the Super Bowl." Not really. While the Super Bowl is the "big bang," the campaign is supported by months of low-cost social media engagement and app-based loyalty rewards.
- "The ads are just for laughs." Every single ad has a specific product "hero." Whether it’s the iced coffee or the breakfast wraps, the food is always front and center, even amidst the chaos.
What We Can Learn from the DunKings
The biggest takeaway from the Dunkin Donuts Super Bowl phenomenon is the power of self-awareness. If your brand has a "vibe" or a reputation—even if it's a bit "messy" or "casual"—lean into it.
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Dunkin’ didn't try to be a gourmet French patisserie. They leaned into being the place where a guy in a tracksuit gets a large iced coffee in the middle of a blizzard. That's real. That's what people connect with.
Actionable Insights for Your Own Brand Strategy
You don't need a $10 million budget to apply these lessons. Whether you're a small business or a solo creator, the principles of the Dunkin Donuts Super Bowl success remain the same.
- Find Your "Ben Affleck": Look for people who already use and love your product. Authentic enthusiasm cannot be faked, and your audience will know the difference.
- Embrace the Meme: If people are making jokes about your industry or your brand, don't get defensive. Join the joke. It makes you look confident.
- Think Beyond the Ad: If you’re launching a campaign, make sure there’s a way for people to "touch" it. Maybe it’s a specific discount code, a limited-edition product, or a digital filter.
- Vary Your Content Length: Don't just post 15-second clips. Tell a longer story over several weeks that culminates in a big event.
- Focus on Regional Pride: Even if you sell globally, speaking to a specific culture or "tribe" (like Bostonians) makes your brand feel more human and less like a faceless corporation.
The Dunkin Donuts Super Bowl ads taught us that marketing doesn't have to be a lecture. It can be a party. And everyone is invited, as long as they're willing to wear a bright orange tracksuit and laugh at themselves.
The next time you see a celebrity in a drive-thru, don't just see a commercial. See a blueprint for how to survive in a world where everyone is trying to skip the ads. You don't make people watch the ad; you make the ad the thing they want to watch. That is the ultimate goal of any modern business. Stop selling and start participating in the culture. It's way more effective, and frankly, a lot more fun.
Don't wait for the next big game to start thinking about your brand's "character." Start by identifying the one thing your customers already love about you—even if it’s something you previously thought was "unprofessional"—and find a way to amplify it. Authentic "cringe" beats polished "boring" every single time.