Ben Affleck has brought together some of the most beloved sitcom stars from the 1990s for a memorable Super Bowl advertisement airing in 2026. The Dunkin’ Donuts commercial, titled Good Will Dunkin’, reimagines the premise of Affleck’s 1997 film Good Will Hunting by setting it as a never-before-seen sitcom pilot from 1995, with Affleck himself playing the sharp South Boston character, Will.
Plot Highlights Blend Comedy and Cultural Icons
The storyline centers on the fictional origin of iced coffee at a Dunkin’ outlet in Cambridge, Massachusetts, featuring a star-studded cast of sitcom icons. Jennifer Aniston, Matt LeBlanc, Jason Alexander, Ted Danson, Alfonso Ribeiro, Jaleel White, and Jasmine Guy all appear, portraying a quirky group of familiar characters. The ad mixes clever references and humor, such as George Costanza (Jason Alexander) jokingly quizzing Will about arranging mini doughnuts, called Munchkins, in the Fibonacci sequence.
Hey, Will, did you arrange the Munchkins (mini doughnuts) in the Fibonacci sequence?
Jason Alexander, actor
I got a genius working for me.
Jason Alexander, actor
Iconic References and Cameos Amplify the Throwback Feel
The commercial weaves in nods to popular culture, including Matt LeBlanc’s famous Friends catchphrase, “How you doin’?” Jennifer Aniston’s Rachel Green appears toward the end, introducing her new boyfriend, Tom Brady. Their playful exchange includes Aniston teasing Brady with a reference to Dr. Dre’s 1992 song, saying,
“How do you like deez nuts?”
Well, this is my new boyfriend,
Jennifer Aniston, actress
How do you like deez nuts?
Jennifer Aniston, actress
Campaign Details and Background
This commercial marks Affleck’s fourth time directing a Super Bowl ad for Dunkin’. Jill Nelson, the company’s chief marketing officer, highlighted how the campaign merges classic television nostalgia with Dunkin’s cultural significance. Nelson noted that the 1990s delivered some of the most iconic sitcoms, while Dunkin’ introduced iced coffee to the world, and Good Will Dunkin’ creatively imagines the moment those influences met.
The ’90s gave us iconic sitcoms, and Dunkin’ gave the world iced coffee,
Jill Nelson, Chief Marketing Officer, Dunkin’
Good Will Dunkin’ brings us back in time to imagine the moment those worlds collided. It’s a reminder that Dunkin’ has always been part of everyday culture, and proof that it always will be.
Jill Nelson, Chief Marketing Officer, Dunkin’
Context of the 2026 Super Bowl Event
The 2026 Super Bowl took place at Levi’s Stadium in California on Sunday night, where the Seattle Seahawks defeated the New England Patriots. The Halftime Show was headlined by Puerto Rican rapper Bad Bunny, with guest performances from artists like Lady Gaga and Ricky Martin. This high-profile event provided the perfect platform for the Dunkin’ campaign featuring Ben Affleck and his ensemble cast of sitcom stars.
Continuing Legacy of Ben Affleck and Collaborators
Ben Affleck and Matt Damon received the Academy Award for Best Original Screenplay in 1998 for Good Will Hunting. This Super Bowl ad revives that story’s creative spirit, bringing it into a new cultural moment by blending sitcom nostalgia with the everyday comfort of Dunkin’ coffee, showcasing Affleck’s ongoing connection to both entertainment and branding projects.
