Dunkin' Donuts is once again stepping onto the highly anticipated Super Bowl stage, unveiling a new commercial that promises a blend of celebrity power and self-aware humor. The teaser, already generating buzz, hints at a continuation of the brand's successful strategy of engaging A-list talent, spearheaded by its most enthusiastic fan, Ben Affleck. This year's offering features a nostalgic nod to 90s television, promising an entertaining spectacle during the championship event.
Celebrity Alliance Unveiled for Super Bowl LX
On Sunday, during the glamorous Grammys telecast, Dunkin' Donuts officially announced its return to the Super Bowl for the 2026 edition. The brand released a captivating teaser, aptly named “No One Can See This,” offering a glimpse into the upcoming advertisement. The spot features the charismatic Ben Affleck, a well-known devotee of Dunkin's offerings, who attempts to pitch a peculiar concept to a seemingly reluctant Jennifer Aniston. Affleck, in a moment of humorous self-deprecation, presents a VHS tape labeled “Network Pilot '95 v3” to a gathering of 90s television luminaries, including Aniston and Matt LeBlanc from Friends, and Jason Alexander from Seinfeld. As Aniston recoils at the idea, Affleck passionately defends his creation, proclaiming it to be “monster cringe, golden cringe,” a concept he believes is currently “hot.” Alexander, in a witty aside, questions how this is the same individual who masterminded the Oscar-winning film Argo. Aniston's exasperated plea, “No one, no one can see this,” is met with Affleck's awkward reassurance that it will “only air once.” This year's ad continues a playful tradition for the Affleck family and Dunkin'. In 2024, Affleck, sporting his now-famous DunKings tracksuit, starred in a commercial for Super Bowl LVIII alongside longtime friend Matt Damon and retired New England Patriots quarterback Tom Brady. This memorable commercial saw the trio “invading” the music studio of Affleck's then-wife, Jennifer Lopez, much to her humorous dismay. The star-studded ad also featured musical talents Jack Harlow and Fat Joe. The following year, for the 2025 Super Bowl, Affleck regrouped, enlisting his brother Casey Affleck, fellow Bostonian Jeremy Strong, and his former Chasing Amy and Dogma costars, Jason Mewes and Kevin Smith. This iteration saw Affleck's reformed boy band, the DunKings, preparing for a comical roast battle with a rival coffee brand. When a young fan questioned the absence of Damon and Brady, Affleck, in his distinctive Boston accent, declared, “Forget them suckas. Matt Damon and Tom Brady don’t have the heart of a champion. We got a new squad! DunKings sequel!” This expanded ensemble included former New England Patriots coach Bill Belichick and Jeremy Strong, who humorously immersed himself in coffee grounds, proclaiming his commitment to finding the “character” for Dunkin'. The full Dunkin' commercial is scheduled to premiere when Super Bowl LX kicks off on February 8, 2026.
This ongoing collaboration between Ben Affleck and Dunkin' for their Super Bowl campaigns showcases a brilliant blend of celebrity endorsement and self-referential humor. It highlights the power of consistent branding and the ability to leverage a beloved public figure's persona to create memorable and engaging advertising. The recurring theme of Affleck's dedication to Dunkin', even to the point of "cringe," resonates with audiences, fostering a sense of authenticity and relatability. Furthermore, the inclusion of other well-known personalities adds layers of entertainment and broadens the ad's appeal. It demonstrates that effective advertising can be both highly produced and genuinely fun, blurring the lines between commercial content and popular culture entertainment.