Ben Affleck is back for Dunkin's 2026 Super Bowl ad
NEED TO KNOW
He and a crew of TV stars from Seinfeld, Friends, The Fresh Prince of Bel-Air, Family Matters, A Different World and Cheers refer back to their iconic characters
The 60-second spot is a twist on Affleck and Matt Damon's 1997 movie Good Will Hunting
Ben Affleckis rewriting history in Dunkin's2026 Super Bowlcommercial.
In the Boston-native's fourth big game spot with the coffee chain, theArgostar gathers a group of TV stars from iconic '90s sitcoms. The nostalgic legends play a part in a small screen twist on Affleck's 1997 movieGood Will Huntingin the 60-second spot, which aired during Super Bowl LX on Sunday, Feb. 8.
"Before the movie, a much better version ofGood Will Huntingwas made as a sitcom with a real genius in the lead and some other actors," an opening message reads on a glitchy, VHS-style screen with the date, "Feb. 8, 1995" in the corner.
In popsThe Townactor — with long, blonde hair just likeMatt Damon's inGood Will Hunting— who is writing a math equation on a window. The title card "Good Will Dunkin'" flashes across the screen, written in the bold and neon-colored style of a '90s sitcom.
"Hey Will,"Seinfeld'sJason Alexandershouts, wearing his character's iconic glasses and gesturing to the doughnut display. "Did you arrange the Munchkins into a Fibonacci sequence? I got a genius working for me!"
The studio audience laughs andMatt LeBlancin a '90s hairstyle reminiscent of hisFriendscharacter Joey's 'do quips, "If he's such a genius, then why'd he put ice in his coffee?" Plus, eagle-eyed viewers may recognize that LeBlanc's jacket has tape over the Bruins logo, just like Affleck'sGood Will Huntingcharacter Chuckie's windbreaker.
"C'mon Chuckie, I'm just Will Hunting. I'm not a genius," Affleck says, strolling through the retro store.
"I'll marry the first man that can help me with the Fibonacci sequence,"A Different World'sJasmine Guypleads, causing Affleck and LeBlanc's table of buddies — includingFamily MattersstarJaleel WhiteandThe Fresh Prince of Bel-AiractorAlfonso Ribeirowith a Carlton-style mustache — to run to her side.
Affleck steps right in front of Ribeiro before mimicking Joey's catchphrase, "How you doin'?" and the audience laughs.
"Good move," LeBlanc says to a nodding Alexander.
"Don't you have a girlfriend?" Ribeiro asks, holding up a picture ofJennifer Anistonand Affleck shouts, in another reference toFriends, "We're on a break! I don't need her, I've got everything I need right here at Dunkin'."
"Hey kid,"Cheers'Ted Danson(donning Sam Malone's voluminous brown hair) calls out from behind the counter, prompting cheers from the audience. "If you're still single, doing this Boston shtick and working for Dunkin' when you're 50, imma be very disappointed."
"Isn't that your girlfriend?" White, who has Steve Urkel's flat-top hairstyle with shaved sides, teases, pointing to the window.
Aniston, with "The Rachel" haircut and wearing overalls, is knocking on the Dunkin' store's window. "You like doughnuts?" she asks innocently. "Yeah," Affleck responds with a shrug before Aniston pulls a long-hairedTom Bradyinto the frame. She hits his head on the glass and jokes in a nod to Will Hunting's famous dig in the movie, "How do you like them apples," and says, "Well, this is my new boyfriend. How you like these nuts?"
The audience cheers and Brady says, "I'm Tom."
The camera pans to the rest of the crew, who all shrug their shoulders and a sing-songy voice says, "Good Will Dunkin'."
On newsstands now, PEOPLE's latest special edition issue covers his groundbreaking career, from his earliest days toheadlining the Super Bowl LX halftime showandmaking history at the Grammys. The 96-page issue is nowon Amazon. A print edition in Spanish is available exclusivelyhere.
The full spot follows two teaser clips that the brand released last week:one that PEOPLE exclusively sharedon Friday, Jan. 30, andthe second aired during the Grammy Awardson Sunday, Feb. 1.
This is the fourth year Dunkin' will air a commercial featuring Affleck during the Super Bowl. In 2023, heplayed a Dunkin' employeeserving unsuspecting attendees drinks and treats in a hidden camera-like spot. Whilehe is working the drive-thru, a surprisedJennifer Lopezdrives up to the window. "What are you doing? Is that what you do when you say you're going to work all day?" she says.
In 2024, the commercial went into overdrive, with Ben,Matt Damonand Brady attempting to form aDunkin'-themed boyband called DunKingsand crashing Lopez's recording session. This prompted a line ofDunKings-themed apparel(including the famous jumpsuits) and aBen Affleck-themed coffee drinkafter the commercial went viral.
Last year, in 2025, Dunkin'continued the DunKings story(and even dropped a 7-minute "movie" to really build out the lore!). The musical group — which had a slightly different crew — competes in a caffeinated battle of the bands.Jeremy Strong,Casey Affleck,Bill Belichick,Jordon Hudsonand real-life boybanderDonnie Wahlbergwere part of the Super Bowl LIX commercial.
See PEOPLE's coverage of the 2026 Super Bowlbetween the New England Patriots and the Seattle Seahawks, airing live on NBC on Sun., Feb. 8, from Levi's Stadium in Santa Clara, Calif.
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