Dunkin’ Launches ‘Good Will Dunkin' Super Bowl Campaign
The campaign reimagines a 1990s sitcom pilot to spotlight the brand’s iced coffee heritage and drive app-based engagement.
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Dunkin’ has introduced a new Super Bowl campaign titled ‘Good Will Dunkin’’, built around a fictional unaired 1995 sitcom pilot.
The advert aired during Super Bowl LX and centres on the brand’s iced coffee origin story. It positions 1995 as a milestone year, when Dunkin’ first promoted iced coffee nationally.
The campaign stars Ben Affleck as a character named “Will” in a Boston-set workplace comedy. The ensemble cast includes Jennifer Aniston, Matt LeBlanc, Jason Alexander, Ted Danson, Alfonso Ribeiro, Jaleel White and Jasmine Guy, with a cameo from Tom Brady.
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The creative concept draws on Affleck’s association with Boston and references to the film Good Will Hunting. The advert presents a fictional scenario in which iced coffee is “invented” inside a Dunkin’ store in Cambridge, Massachusetts.
The campaign was developed in collaboration with Artists Equity, co-founded by Affleck, Matt Damon and Gerry Cardinale. It marks Affleck’s fourth Dunkin’ advert to air during the Super Bowl.
To extend the activation, Dunkin’ is offering 1.995 million free coffees through its app on the Monday following the game, using a promotional code. The figure references the year 1995. The brand is also releasing limited-edition 1990s-inspired merchandise via its online store.
In addition, Dunkin’ has partnered with John Urschel to launch a mathematics-themed social challenge linked to the advert’s storyline. One participant will receive free coffee for a year and signed merchandise.
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Jill Nelson, chief marketing officer at Dunkin’, said the campaign connects 1990s television culture with the brand’s role in popularising iced coffee in the United States.
Founded in 1950, Dunkin’ operates more than 14,000 restaurants across nearly 40 international markets and is part of the Inspire Brands portfolio.
For marketers, the campaign demonstrates continued investment in nostalgia-led storytelling, celebrity partnerships and app-based promotional mechanics tied to major sporting events.
