BOSTON, USA – From the pinnacle of music awards to the ultimate night in football, Dunkin’ is embarking on an adventure where few brands have tread. In continued partnership with Ben Affleck and Matt Damon’s Artists Equity, the brand launched a multi-part narrative campaign that began with a co-produced commercial during the GRAMMY Awards to tease Dunkin’s much-anticipated return to the Super Bowl.
This episodic story marks the latest installment in the “Dunkin’ Cinematic Universe” – a journey that began exactly one year ago when Dunkin’ made its number one fan’s dream come true by allowing Ben Affleck to work in the Dunkin’ drive-thru.
In the brand’s first-ever Super Bowl spot, he took a surprise order from his wife, Jennifer Lopez. This universe continued to expand, from Ben being mistaken for Matt Damon while making a Dunkin’ run in April to a collaboration with Ice Spice for a bespoke beverage last fall.
The GRAMMY Awards – “Popstar”
Debuting at the 66th annual GRAMMY Awards, the first part set the stage for what’s to follow. Fueled by his beloved Dunkin’ coffee and donuts, Ben embarked on an unexpected journey to debunk the popular notion that he was bored at last year’s GRAMMYs; he was envisioning his next adventure: pop stardom. To prepare, Ben took a dance lesson from social media star, entrepreneur, and fellow Dunkin’ diehard, Charli D’Amelio. In a closing scene straight from a superhero film, Ben is struck with inspiration to deflect doubt and achieve his dreams – with Dunkin’ in hand – right before the “To Be Continued” message flashed on screen.
Super Bowl LVIII – “The DunKings”
After leaving fans on a major cliffhanger, Dunkin’s Super Bowl LVIII commercial opened in a quintessentially full-circle moment. Ben surprises J.Lo by dramatically crashing her recording session in the studio. Accompanied by his star-studded boy band entourage decked out in outrageous Dunkin’ tracksuits – including two of Boston’s finest, Matt Damon and Tom Brady, The DunKings unveil their pop banger, “Don’t Dunk Away at My Heart,” much to the amusement – and embarrassment – of J.Lo.
Matt Damon, Affleck’s childhood friend, fellow Bostonian, and co-founder of Artists Equity, was a natural addition to The DunKings. And although Tom Brady isn’t a Boston native, his twenty seasons with the New England Patriots cemented him as an icon in Boston’s sports legacy. With seven Super Bowl wins to his name, Super Bowl LVIII was the ideal moment for his debut as a member of The DunKings.
After facing critiques from Bronx-born musical icons J.Lo and Fat Joe, and preceded by a cautionary note from rap superstar Jack Harlow, The DunKings find solace in their setback with the anticipation of finally earning a spot on the Dunkin’ menu. This ambition leads to the creation of a drink and donut duo as whimsical as their distinctive tracksuits – a combination that captures the brand’s vibrant energy. Introducing The DunKings Iced Coffee and MUNCHKINS® Skewer, an inventive pairing that invites fans to enjoy the taste of The DunKings’ dream realized. The MUNCHKINS® skewer, much like the olive in a martini, offers a playful bite to every sip.
Knowing anything is possible with Dunkin’ fueling the journey, the brand is bringing The DunKings’ dreams to life by launching its inspired menu and merchandise nationwide on Super Bowl Monday.
“There’s no way to watch this campaign and its many outtakes, to try The DunKings Iced Coffee with the fun MUNCHKINS® skewer, or to wear the pink and orange tracksuits without smiling. That’s the genuine, lighthearted connection we want people to feel when they think about Dunkin’,” said Jill McVicar Nelson, Chief Marketing Officer at Dunkin’. “You can chase your dreams, aim high, and have a laugh while doing it all as part of the Dunkin’ family. Dunkin’ fuels your passions, no matter how ambitious or out there they may seem.”