If you saw a man covered in literal coffee grounds screaming about Paul Revere during the Big Game, you weren't hallucinating. That was just the latest chapter in the Dunkin’ Super Bowl commercial cinematic universe. Honestly, it’s getting weird. But in a world where most brand ads feel like they were written by a committee of robots, Ben Affleck’s caffeine-fueled fever dreams are a breath of fresh, donut-scented air.
Most companies spend millions to look "cool" or "prestigious" for thirty seconds. Dunkin’? They decided to let the guy who played Batman wear a bedazzled orange tracksuit and embarrass himself in front of his then-wife, Jennifer Lopez. And then, they doubled down.
The Evolution of the DunKings
It started simple enough back in 2023. Ben Affleck working a drive-thru in Medford. Real people pulling up, seeing an Oscar winner fumbling with a latte machine, and losing their minds. It was grounded. It was funny. But 2024 was when things went off the rails—in the best way possible.
The 2024 Dunkin’ Super Bowl commercial introduced us to "The DunKings." We’re talking Matt Damon looking like he wanted to vanish into the floorboards and Tom Brady inexplicably playing the keyboard. That "Don't Dunk Away at My Heart" song? It was stuck in everyone's head for weeks. You’ve probably seen the tracksuits. Those bright orange monstrosities sold out in nineteen minutes. People were flipping them on eBay for hundreds of dollars. It wasn't just an ad; it was a cultural glitch.
What Happened in the 2025 Sequel?
Fast forward to Super Bowl LIX. Everyone expected Matt and Tom to come back. Instead, we got "The Bean Method."
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Ben Affleck returned, but the vibe shifted. This time, he recruited his brother, Casey Affleck, and Succession star Jeremy Strong. If you know anything about Jeremy Strong, you know he’s a "method" actor. He doesn't just play a role; he becomes the role. So, naturally, the commercial features him submerged in a vat of coffee grounds to "find the character."
The New Squad
The 2025 cast was a chaotic mix of Boston royalty and internet culture:
- Ben Affleck: The mastermind/leader/professional Dunkin’ enthusiast.
- Casey Affleck: The reluctant brother in a pink fuzzy bucket hat.
- Jeremy Strong: The method actor doing an Apocalypse Now impression in a coffee can.
- Bill Belichick: Yes, the legendary coach showed up, proving he has a sense of humor after all.
- Druski: The comedian brought the "Expensive Weirdo Coffee" rivalry to life.
The plot of the latest Dunkin’ Super Bowl commercial revolved around a "Java Jam" roast battle. The DunKings—decked out in even more ridiculous velour tracksuits—went head-to-head with the "Barista Buds," a group of green-clad snobs who represent every pretentious coffee shop that misspells your name.
Why This Strategy Is Actually Genius
Most people think these ads are just celebrities having a laugh. It’s deeper than that. Dunkin’ is playing a long game. They’ve moved away from traditional advertising and into "narrative branding."
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Basically, they’ve created a series of mini-movies that people actually want to watch. You don't skip a DunKings ad. You wait for it. By leaning into the "Bostonness" of it all—the accents, the self-deprecation, the specific local references like "scuttlebutt"—they’ve made the brand feel human.
Jeremy Strong’s "Bean Method" was a direct nod to his real-life reputation for being intense on set. When Casey Affleck whispers, "We should have paid for Matt," it's a meta-joke about the 2024 commercial. This kind of layering makes the audience feel like they're in on the joke. It builds loyalty that a standard "Buy a Latte" ad never could.
The Numbers Don't Lie
Did it sell coffee? Absolutely. After the 2024 spot, Dunkin’ saw a massive spike in app downloads. The "DunKings Iced Coffee" (which is basically just a cream-and-sugar load with vanilla and cinnamon) became a top-tier menu item.
In 2025, they expanded the menu even further. We saw the "Munchkins Skewers" and the "DunQueens" line for the ladies. They aren't just selling breakfast; they're selling merchandise, music, and memes. Artists Equity—the production company co-founded by Affleck and Damon—is the secret sauce here. They handle the creative, which is why it feels like a real movie and not a corporate PowerPoint.
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Common Misconceptions
A lot of folks thought the 2025 ad was "missing something" because Matt Damon wasn't the focal point. But that was the point. The joke is that Ben is constantly trying to "upgrade" the band or find new ways to be a pop star. If it was the same three guys every year, the bit would get old. By rotating in people like Bill Belichick or Donnie Wahlberg, they keep the "who's gonna show up next?" energy alive.
Also, some people wondered if the J.Lo split in late 2024 would kill the campaign. If anything, it made Ben's onscreen persona more relatable. He's just a guy who loves his hometown, his coffee, and wearing bright orange clothes.
How to Get the DunKings Look (and Taste)
If you're looking to recreate the chaos at home, here's what you need to know about the current state of the DunKings universe:
- The Drink: Order a Large Iced Coffee with Cream and 2 pumps of Vanilla. Add a Cinnamon Vanilla Cold Foam topper. That’s the "official" vibe.
- The Gear: Check secondary markets like StockX if you missed the shop drop. The 2025 velour suits are significantly "fancier" than the 2024 nylon ones.
- The App: Most of the "extended cuts" (like the 7-minute 2025 movie) are released on the Dunkin’ Rewards app first.
Actionable Next Steps
- Watch the Extended Cut: Don't just settle for the 60-second TV version. Search for "DunKings 2: The Movie" to see the full roast battle.
- Check the Menu: The DunKings limited-time offers usually disappear about a month after the Super Bowl. If you want a Munchkin on a stick, get it now.
- Follow Artists Equity: If you like this style of "meta" advertising, keep an eye on Ben and Matt’s production company. They’re changing how brands talk to us.
The Dunkin’ Super Bowl commercial has officially become a holiday in itself. Whether you love the tracksuits or think the Boston accents are a bit much, you can't deny that it's the most entertaining thing in the commercial breaks. America runs on Dunkin’, but apparently, Dunkin’ runs on Ben Affleck’s weirdest ideas.