Dunkin’ scored big early in this year’s Super Bowl telecast with an amusing 30-second spot featuring real footage of Ben Affleck running a Dunkin’ drive-through.
Now, the actor is back for a second Dunkin’ run.
The spot opens with Affleck approaching the counter at a Boston-area Dunkin’. Things quickly get meta, as he says he’s there to shoot the commercial—a self-awareness that he amusingly claims makes it sort of not-a-commercial. “I don’t do commercials. I’m a real actor—this is an art form for me,” he declares.
The counter staff eye him warily. And soon, Ben finds himself frustratedly dealing with an issue that’s dogged him through much of his career.
While the central joke here isn’t new, it’s entertaining enough—and probably the most broadly appealing approach they could have tried.
Affleck conceived, directed and executed the production in-house at Artists Equity, the studio he runs with Matt Damon. Affleck also handpicked the cast and crew.
The spot showcases Dunkin’s “core appeal to its fans as a reliable, always-there-for-you stalwart, perfecting for lifting spirits or celebrating everyday victories,” the brand said in press materials.