Dunkin”s latest campaign for the 2026 Super Bowl surprised the public by bringing together on a single stage some of the most recognized figures of American television from the 90s.
Far from limiting itself to a nostalgic wink, the company designed a piece that fused the situation comedy with direct references to Good Will Hunting, the film that launched Ben Affleck’s career.
The result was a high-impact commercial, loaded with humor and details aimed at pop culture followers.
The advertisement, titled Good Will Dunkin’, begins with a screen that simulates a VHS recording dated 1995, alluding to the existence of a previous version in sitcom format.
Immediately, the scene sets in a Dunkin’ cafeteria set with the aesthetics and color palette of the decade, where Affleck appears with blonde hair, evoking Matt Damon’s style in the original film.
The announcement brought together an ensemble cast: Jennifer Aniston, Matt LeBlanc, JasonAlexander, Ted Danson, Jasmine Guy, Alfonso Ribeiro and Jaleel White.
Along with them, Tom Brady, Affleck’s usual partner in the brand’s advertisements, stood out again.
All the actors were rejuvenated using digital technology, which allowed them to faithfully recreate the styles and gestures that made them famous in their respective series, such as Friends, Seinfeld, Cheers, A Different World, The Fresh Prince of Bel-Air and It’s All in the Family.
Television references appear constantly.
In one of the most memorable moments, Alexander appears with his Seinfeld character’s glasses and states, with amusement, that “you arranged the Munchkins in a Fibonacci sequence; I have a genius working for me,” which provokes laughter from the simulated audience.
LeBlanc, with a hairstyle that recalls Joey Tribbiani, asks, laughing: “You’re such a genius, why did you put ice in your coffee?”
The relationship between the characters and the inside jokes are reinforced with costume details, such as LeBlanc’s jacket, which imitates Chuckie’s in the film, but with the Bruins logo covered.
The comedy intensifies when Jasmine Guy jokingly offers to marry whoever helps her solve the mathematical sequence, generating a stampede of suitors, including Alfonso Ribeiro (with a Carlton mustache) and Jaleel White (sporting Steve Urkel’s classic hairstyle).
The parade of references culminates in the moment when Ben Affleck steps forward and paraphrases the iconic “How are you?”of Joey, creating a crossroads of television universes.
The appearance of Jennifer Aniston marks another of the commercial’s high points.
With the “Rachel” cut and characteristic clothing from her years on Friends, she bursts onto the scene to ask Affleck if he likes donuts.
The situation gets complicated when she introduces her “new boyfriend,” a long-haired Tom Brady, and ends with a phrase that parodies the famous “What do you think of these apples?”of the film: “What do you think of these nuts?”, provoking applause from the fictional audience and reinforcing the irreverent tone of the advertisement.
The surprises continued after the main broadcast.The next day, Dunkin’ released unpublished material with the auditions of John Stamos and Tiffani Thiessen, icons of Full House and Saved by the Bell.
Although they did not participate in the final cut, their tests brought more nostalgia and humor to the campaign universe, with references to their popular characters and life in Beverly Hills high schools.
Dunkin”s strategy included a strong promotional component: the company announced the delivery of 1.995 million free iced coffees, a figure that dates back to 1995, when this drink was first included on the menu.
In addition, the brand introduced a limited edition of authentic vintage clothing from the ’90s, available through its digital store, with garments selected from thrift stores in Boston.
