Ben Affleck went viral during the 2023 Grammys for looking bored and dejected while sitting next to his wife, Jennifer Lopez. A Dunkin’ ad released during this year’s awards that teases a likely Super Bowl campaign builds on that meme as the actor, director and brand ambassador decides to become a pop star himself.
Exaggerating his Massachusetts accent as he has in previous iterations of the “Dunkin’ cinematic universe” created by his production company, Artist Equity, Affleck insists he’s not bored but always watching. He calls Lopez to ask her to listen to his “beats” and help him develop a musical persona, only to have her blow him off.
Undeterred, he brings a CD to a producer, spends some time recording, goes over ideas for a Dunkin’-inspired outfit, and learns dance moves from fellow Dunkin’ brand ambassador and TikTok star Charli D’Amelio.
Sipping an iced coffee and biting into a giant doughnut, he delivers a motivational speech on the perils of “underestimating Boston,” insisting that even though he lacks rhythm, coordination or the ability to sing on key, that shouldn’t stop him from achieving his new dream.
The minute-long spot ends with a “to be continued” message. The brand’s subsequent marketing drops the date 2/11/24, likely teasing an upcoming Super Bowl ad. If it is a Super Bowl campaign, it follows a strong performance in 2023 in which the brand ranked fourth on the USA Today Ad Meter.
Dunkin’ garnered attention last year with an ad that Affleck directed and starred in as a drive-thru worker, and it has continued to build on the campaign. In a subsequent spot, he was mistaken for his frequent collaborator and Artists Equity co-founder, Matt Damon.
Another commercial that launched during the 2023 MTV Video Music Awards found him collaborating with rapper Ice Spice.
Following the Grammys on Feb. 4, Dunkin’ released a 15-second recut and three supporting ads. One depicts Affleck’s rough attempts at making music, while the other two play on D’Amelio’s failure to recognize Affleck in a Vanity Fair lie detector test, with the actor trying to explain that he’s more than just Lopez’s husband.
CREDITS
Dunkin’
Chief marketing officer: Jill McVicar Nelson
VP, integrated marketing communications: Chris Beijar
VP, category management: Beth Turenne
VP, culinary strategy: Anthony Epter
Sr. technologist, culinary R&D: Dan Cole
Director, brand strategy: Alexandra Taussig
Director, public relations: Brigette Buckner
Director, brand engagement: Kemma Kefalas
Sr. manager, IMC & strategic planning: MaryKate Lampron
Sr. manager, media strategy & planning: Caroline Fowler
Manager, IMC: Shannon Harris
Creative Agency: Artists Equity
Co-founder, CEO, writer: Ben Affleck
Co-founder, CCO: Matt Damon
Chief operating officer: Michael Joe
VP executive creative director, writer: Brandon Pierce
Design director: Max Friedman
Executive producer: Emma Ogiens
Head of accounts: Marissa Guerra
Director of brand strategy: Maddie Schafer
Director of corporate strategy: Dillon West
Head of business affairs: Phil Goore
Business affairs director: Alice Isner
Business affairs: Leslie Cao
SVP creative content/partnership: Chay Carter
Chief of staff, office of Ben Affleck: Gigi Fouquet
Production Co: Artists Equity
Director: Ben Affleck
Director: Brandon Pierce p.k.a. Beedy
Producer: Sean Patrick Kelly
Director of photography: Nikita Kuzmenko
1st AD: Billy Jones
2nd AD: Mike Parziale
Production designer: Johnny Love,
Stylist: Krissie Torgerson
Asst stylist: Kendall Spina
Tailor: Joanna Hadfield
Head of production finance: John Parker
Advertising production finance lead: Ian Jameson
Post Production: Artists Equity
Head of post production: Tim Weyers
Head of VFX: Hansjeet Duggal
Post producer: Caitlin Alba-Rothstein
Editor: Sarah Jordan
Editor: Jennifer Horvath
Assistant editor: Greg Bitsky
Colorist: Zach Medow
Sound mixer: Cesar Haliwa
