Dunkin’ Bets Big on Nostalgia, Not Meaning

In a Super Bowl defined by sincerity-brands reaching for purpose, emotion and meaning-Dunkin’ chose chaos instead.

“Good Will Dunkin,'” the brand’s 60-second Big Game spot, plays less like an ad than a hallucinated relic: A never-aired ’90s sitcom pilot, complete with canned laughter, sitcom pacing and a deep bench of TV icons who feel ripped straight from a Blockbuster shelf. Anchored by Ben Affleck and styled like a dusty 1995 VHS, the spot collapses multiple layers of nostalgia at once: Good Will Hunting, classic sitcoms and even the cultural memory of these celebrities at their peak.

It’s loud, self-aware, and aggressively indulgent. It’s an ad that dares you to either roll your eyes or enjoy the ride. Whether that maximalist swing pays off is up for debate.

ADWEEK asked three creative leaders to weigh in on the ad.

These reactions have been edited and condensed for clarity.

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Dan Greener, creative director, FIG

If there was any doubt the ’90s are back, the Dunkin’ ad settled it-a greatest-hits medley of nostalgia. I caught Cheers, Fresh Prince, Seinfeld, A Different World, and Family Matters. At this point, why stop at commercials? Let us smoke on airplanes again.

Bob Winter, CCO, Supergood

It was bonkers! So celebrity packed. What celebrity wasn’t in it? I can’t believe I didn’t get asked. The sitcom format was fun. The idea was a little complicated for the Super Bowl though-the whole idea that there was another unreleased version of the movie, etc. And I was longing for a bigger punchline moment. It’s not gonna be a classic, but it was really fun to watch.

Brandon Curl, creative director, GSD&M:

As a fan of the original movie, I loved the premise right away. Good Will Hunting meets Dunkin’ is a strong parody on its own, with standout moments like the donuts arranged in a Fibonacci sequence and Jennifer Aniston’s perfectly timed “How do you like them nuts?” The added sitcom elements brought some fun nostalgia, especially with the appearances of Jaleel White and Ted Danson, although the core idea was already strong enough to carry the spot. Even so, it’s the Big Game, and a little excess is part of the fun. Ben Affleck’s self-deprecating humor remains endearing rather than cringeworthy, and it feels very on-brand for Dunkin’ to lean into this Boston caricature of him-”wicked smaht.”

Concept is still king, but the right IP can elevate great ideas even further, and Dunkin’ successfully tapped into that magic by pairing an iconic film with its brand.

Watch Dunkin’s Super Bowl 60 ad, “Good Will Dunkin,” below.