‘He’s so self-deprecating and so lovely and so smart and brilliant’
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Jennifer Lopez is a big fan of the Super Bowl commercial she and her hubby Ben Affleck appeared in for Dunkin’ during Sunday night’s game.
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In the viral spot for the Boston coffee company, Affleck, putting on a thick Bostonian accent, attempts to launch his own boy band with help from his pals Matt Damon and Tom Brady.
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“He is a genius. That is the genius that is Ben Affleck, and he’s so self-deprecating and so lovely and so smart and brilliant,” Lopez told Access Hollywood on the red carpet at the premiere of her new Prime Video doc This Is Me…Now: A Love Story. “Whenever he calls me to do something, I’m like, ‘Whatever, yeah! What do you need me to do? What do I say?’”
A sequel to last year’s Super Bowl ad in which Affleck worked a Dunkin’ drive-thru, the advert begins with the actor in a car with rapper Jack Harlow. “She came to my work. Now, I got to show her what I can do,” the Oscar winner says before the action cuts to a studio where his wife Jennifer Lopez is working on new music.
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“What up, Bronx?! For your consideration, here comes the Boston Massacre. The DunKings!” Affleck announces storming in an orange and pink tracksuit as Lopez, 54, looks on embarrassingly.
“Touchdown Tommy on the keys!” he says, introducing the seven-time Super Bowl winning Brady on the keyboards. “He needs no introduction, my partner,” Affleck continues, pointing to Damon, who shrinks away, saying, “It’s really hard to be your friend, man.”
“Don’t dunk away at my heart. Why you Dunkin’ me, girl?” the synth-laden track begins as Affleck breaks out his best ’90s dance moves.
After Brady fist-pumps and shouts out the “DunKings,” Damon, 53, riffs on his famous Good Will Hunting line: “How do you like them … doughnuts.” Clearly embarrassed, he tells Lopez, “I’m so sorry.”
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“Lay us on the track!” Affleck proudly declares. But Lopez is unimpressed. “We talked about this,” she whispers, rejecting a potential musical collab with the “DunKings.”
“Let’s go. You’re blinded by them pinstripes,” Affleck says referencing Lopez’s beloved New York Yankees as he makes a hasty retreat.
On social media, viewers called the big game commercial “perfection.”
“Ben Affleck and Dunkin’ Donuts STOLE the show for Super Bowl ads this year!!!” one person wrote. “That was HILARIOUS!!!”
“Everyone go home,” a second watcher added. “Ben Affleck’s Dunkin’ commercial wins. That was f***ing hysterical.”
“Did Ben Affleck just win the Super Bowl?” hockey analyst Pete Blackburn asked on X. “I think Ben Affleck just won the Super Bowl!!!!”
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On Tuesday, Dunkin’ outdid themselves when they dropped a 4-minute, extended version of the commercial that some on social media declared was deserving of an Oscar.
In the lengthier promotion, Affleck is seen trying to up his cool factor as he taps social media personality Charli D’Amelio for some tips on dance moves and hilariously asks, “Who is TikTok?”
“So what do you do?” D’Amelio asks him, to which he replies, “I do some acting and writing and directing of movies, which are a long form entertainment that were popular in the twentieth century.”
As he slings a doughnut chain around his neck, he plants the seeds for the “DunKings.”
“They tell you you’re no good,” he says. “You’re a goofy, middle-aged, clumsy white guy with no rhythm and you can’t sing on key. You’re not coordinated. That means I can’t be a pop star? Underestimate Boston at your peril.”
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Affleck clearly has fun poking fun at himself telling PEOPLE that his wife and children are amused by his passion for the coffee brand.
“I think they’re charmed by it. I like to think so. I don’t know if it’s true, but, just as with so many other things, it’s what I tell myself,” he said.
Last week, Us Weekly reported that Affleck pocketed $10 million for his 2023 Dunkin’ Super Bowl ad.
“We ran [the commercial] once and got 7 billion media impressions, and it kind of kickstarted the year,” Dunkin’ president Scott Murphy told Entrepreneur. “The brand is just in the conversation. It just really feels in the fabric of things now.”
To coincide with this year’s commercial, Dunkin’ sold DunKings merch which it sold on its website. The jacket and track pants retailed for $60 each and sold out in 19 minutes.
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