Dunkin' Uses SB59 Bid to Power Its 'Cinematic Universe'

There's a seven-minute movie, too

Yes, Ben Affleck’s faux boy band the DunKings returned tonight in a Super Bowl :60. But the concept is going long—much longer—after that.

Much like Marvel, Dunkin’ is building its own cinematic universe with “DunKings 2: The Movie,” a seven-minute mini-epic.

The goal is to transform consumers into “DunKings for life” in a multi-part campaign, straddling linear TV, digital and the social channels. 

In the :60 spot airing during the Big Game, Affleck returns in his Juicy Couture track suit, with brother, actor Casey Affleck, and former Patriots’ Bill Belichick (alongside his girlfriend Jordon Hudson).

They playfully spar wit “Barista Buds”—coffee reps in green suits eerily reminiscent of Starbucks attire. Druski makes an appearance and Jeremy Strong goes method, immersing himself in a vat of coffee beans.

The long-form version offers more celebs, including boy-band icon Donnie Wahlberg, who claims he started it all:

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The ad was poorly timed, coming shortly after a food recall that impacts Dunkin.’

Affleck first appeared for Dunkin’ in a 2023 SB commercial, working a real drive-thru. Last year, he chased pop stardom, forming The DunKings with Jennifer Lopez, Fat Joe, Matt Damon and Tom Brady in tow.

“After seeing the incredible response to Ben and the DunKings last year, we created an entire coffee and breakfast universe to extend the fun and make one thing clear: Dunkin’ is for everyone,” says CMO Jill McVicar Nelson. “This latest chapter is bigger, funnier, and full of surprises—and it reinforces what Dunkin’ has always been about: great coffee, fast—plain and simple. We have a lot to offer, from all-day breakfast to high-quality drinks served at the speed of Dunkin’. And while we take those things very seriously, we never take ourselves too seriously.”

(Which brand will take home the 2025 Super Clio for the Big Game’s best ad? We’ll find out on Feb. 10.)