How Dunkin’s latest Ben Affleck Super Bowl ad challenges Starbucks and McDonald’s

Dunkin’ used its Super Bowl ad to mark the return of Ben Affleck and his “DunKings”—but this time with some new members, who at a Java Jam singing competition take some not-so-veiled shots at the coffee chain’s biggest competitor, Starbucks. The spot from Affleck’s Artists Equity agency finds Affleck without Tom Brady and Matt Damon (who appeared in last year’s Super Bowl ad). Instead, they are joined by a cast that includes Casey Affleck and Bill Belichick and his 24-year-old girlfriend Jordon Hudson, whose relationship with the 72-year-old ex-Patriots coach has been headline fodder since they revealed their romance last year. In the ad, Belichick and the Afflecks form a team at the Java Jam “battle of the coffee brand bands.” A fourth member, “Succession” actor (and fellow Bostonian) Jeremy Strong is shown submerged in a vat of ground coffee beans, in a nod to his infamous method-acting technique. The new DunKings are confronted by the “Barista Buds,” who are dressed in all green in an obvious reference to Starbucks. “DunKings! You’re about to get roasted, like a dark seasonal roast with coriander and a slight balsamic drizzle,” says one of the Barista Buds. “How much to wait a half hour to get my name spelled wrong on the cup?” Ben Affleck retorts. The dialogue is a clear attempt to position Dunkin’s more simple, blue-collar appeal against Starbucks’ more complex beverage blends, while also taking a shot at its green competitor’s practice of writing names and messages on cups—a tradition it recently rekindled and is marketing as part of a new campaign that included a pre-game Super Bowl ad. Dunkin’ at the end of the ad also seems to take a shot at McDonald’s, whose McCafe coffees and cheap breakfast eats are also a competitor. A scene shows a deranged-looking clown wearing a red tracksuit with a big hamburger on it enjoying a Dunkin’ breakfast sandwich and holding a box of its Munchkin donut holes. Super Bowl commercials Tracking the latest brand and agency plans Click here There are other cameos in the spot, including indie filmmaker, director and actor Kevin Smith with actor Jason Mewes, also known as Silent Bob and Jay from Smith’s 1994 film “Clerks.” Ben Affleck has appeared in several of Smith’s movies, including “Mallrats,” “Chasing Amy” and “Dogma.” Comedian and actor Druski appears as part of an indie coffee shop group. Donnie Wahlberg, an actor and founding member of the late ’80s boy band New Kids on the Block, can also be spotted at the end of the ad. The ad ran during the first quarter of the game. Dunkin’ teased the spot during the Grammys last weekend. An extended version of the ad comes in at a whopping seven minutes, with Strong delivering a speech as Paul Revere. The DunKings also take on the fast-food group made up of characters that reference McDonald’s, with one guy in an orange jail jumpsuit with a giant hamburger on his head (a reference to the Hamburglar) and another dressed as a large silver fish (a reference to the Filet-O-Fish sandwich). The short film will run on Dunkin’s social media channels and YouTube. The competing Dunkin’ and Starbucks ads in and around the game mark a new chapter in the coffee wars, as Starbucks beefs up its marketing budget under new leadership and with a new agency, Anomaly. It ran two Super Bowl shoulder ads on Sunday—one before the coin toss and another planned for the end of play that encourages folks to become rewards members and get a free small hot or iced coffee tomorrow. View this post on Instagram A post shared by Starbucks (@starbucks) The Dunkin’ ad is yet another example of the chain linking celebrities to its ad universe with media buys during big sports and entertainment events. Last year, Dunkin’ aired a Super Bowl teaser during the Grammys that showed Affleck reacting to being dubbed the “boredest man” by calling around to a producer, stylist and even Charli D’Amelio to start his pop star career. The storyline continued in its 2024 Super Bowl ad, where fans were introduced to “The DunKings” boy band made up of Affleck, Damon and Brady. Affleck’s then-wife Jennifer Lopez and producer Fat Joe also made an appearance. Affleck and Lopez also starred in a 2023 Dunkin’ Super Bowl ad.

How Dunkin’s latest Ben Affleck Super Bowl ad challenges Starbucks and McDonald’s

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