Ben Affleck’s Dunkin’ Super Bowl Ad Reunites Jennifer Aniston, Tom Brady, and ’90s Sitcom Icons for ‘Good Will Dunkin’’
Ben Affleck in "Good Will Dunkin'" Credit: Dunkin
Dunkin’ leans fully into nostalgia with a Super Bowl commercial that turns Good Will Hunting into a lost ’90s sitcom — and stacks the cast to sell the joke.
Ben Affleck’s long-running Dunkin’ era reached its most elaborate — and self-aware — peak yet during the Super Bowl, with a commercial that plays less like an ad and more like a fully realized pop-culture sketch.
The spot, titled “Good Will Dunkin’,” imagines an alternate-universe version of Good Will Hunting reimagined as a multi-camera 1990s sitcom. Affleck stars at the center of the gag alongside frequent collaborator Tom Brady, while a stacked lineup of television royalty fills out the ensemble: Jennifer Aniston, Matt LeBlanc, Jason Alexander, Ted Danson, Alfonso Ribeiro, Jaleel White, and Jasmine Guy.
The premise answers a question no one asked — and that’s precisely why it works. What if Good Will Hunting, the 1997 drama written by Affleck and Matt Damon, had instead been produced like Friends, Cheers, or Seinfeld? The commercial leans hard into that conceit, blending iconic sitcom tropes with direct references to the original film’s dialogue, structure, and emotional beats.
Visually, the ad commits to the bit. Though the cast was digitally de-aged, the commercial was shot on film on a practical sitcom-style set, complete with period-accurate lighting, blocking, and laugh-track rhythms. References to A Different World, The Fresh Prince of Bel-Air, Family Matters, and Cheers are layered throughout, creating a dense nostalgia play aimed squarely at Gen X and older millennial viewers.
The campaign’s ’90s focus is strategic. Dunkin’ is marking the anniversary of its first iced coffee advertisement, which debuted in 1995. To commemorate the milestone, the brand announced it will give away 1.995 million free iced coffeesof any size beginning Monday, February 9. Fans can redeem the offer through the Dunkin’ app using the code GOODWILLDUNKIN.
The nostalgia push extends beyond the commercial itself. Dunkin’ is also releasing a limited collection of vintage-inspired apparel sourced from Boston-area vintage shops. The collection becomes available Sunday night following the Super Bowl at DunkinRunsOnMerch.com, further tying the campaign to regional identity and retro credibility.
The ad continues a multi-year partnership between Dunkin’ and Affleck that has become one of the most consistent brand-actor collaborations in Super Bowl advertising. Since 2023, Affleck has appeared in a string of increasingly absurd Dunkin’ spots, including the introduction of the fictional boy band “The DunKings.” Previous campaigns featured appearances by Jeremy Strong, Casey Affleck, and even cameos from Jennifer Lopez during her marriage to Affleck.
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What distinguishes Good Will Dunkin’ is its confidence. Rather than leaning on a single celebrity cameo or punchline, the commercial builds a full comedic universe — one that assumes the audience knows the references, remembers the era, and appreciates the absurdity of collapsing prestige cinema into laugh-track comfort food.
In an increasingly crowded Super Bowl ad landscape, Dunkin’ once again avoids sincerity in favor of specificity. It’s not trying to inspire. It’s trying to entertain — and, just as importantly, to be remembered.
Watch The ‘Good Will Dunkin’ Super Bowl Commercial:
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