Dunkin’ Donuts is back in the game… the big game, that is.
During the Grammys on Sunday, the brand announced its return to the Super Bowl stage with a new ad teasing what’s to come — and yes, Dunkin’ superfan Ben Affleck is back again.
Titled “No One Can See This,” the teaser begins with Affleck ejecting a VHS labeled “Network Pilot ’95 v3” from a TV and asking stars from the biggest ’90s shows — Matt LeBlanc and Jennifer Aniston of Friends, and Jason Alexander of Seinfeld — for their “reactions, thoughts, love, or affection.”
When Aniston immediately shakes her head, Affleck goes on the defensive. “Hear me out. What’s hot now? Cringe. I have monster cringe. Golden cringe,” he says, as Alexander mutters about how this is somehow the same man who directed the Best Picture-winning Argo.
“No one, no one can see this,” Aniston begs as Affleck awkwardly assures her it’s “only going to air once.”
The new Super Bowl spot is quickly becoming something of a tradition for the Affleck family and Dunkin’. In 2024, the Argo actor and director put on his DunKings tracksuit for a commercial that aired during Super Bowl LVIII, and also starred longtime bestie Matt Damon and retired New England Patriots quarterback Tom Brady. Hyped by Affleck as “the Boston Massacre,” the ensemble invaded the music studio of Affleck’s then-wife, Jennifer Lopez, much to her embarrassment. That memorable spot also featured Jack Harlow and Fat Joe.
Then, in 2025, Affleck put the band back together, but enlisted his younger brother, Casey Affleck; fellow Bostonian Jeremy Strong; and his former Chasing Amy and Dogma costars, Jason Mewes and Kevin Smith, in lieu of Brady and Damon.
In a continuation of the previous year’s spot, Affleck enlisted these new members to the DunKings, his reformed boy band, as they prepared for a roast battle with a rival coffee brand. “This ain’t the DunKings. Where the hell are Matt and Tom?” a young fan asked in the ad.
Affleck replied in his thick Boston accent, “Forget them suckas. Matt Damon and Tom Brady don’t have the heart of a champion. We got a new squad! DunKings sequel!” The new group also included former New England Patriots coach Bill Belichick, who also appeared in the ad. Strong, who was introduced inside a tub of wet coffee grounds, rounded out the gang.
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Memorably poking fun at his famous penchant for method acting, Strong said he was diving in the beans because he was “just trying to find the character — I’m all in for Dunkin’.”
The latest Dunkin’ ad will premiere in full when Super Bowl LX kicks off on Feb. 8, 2026.
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