Dunkin' Super Bowl Ad Celebrates Boston Icons

Ben Affleck, Matt Damon, and other 90s stars feature in new 'Good Will Dunkin' commercial.

Feb. 8, 2026 at 8:47pm

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Dunkin's Super Bowl ad this year is a star-studded tribute to Boston, featuring Ben Affleck, Matt Damon, Ted Danson, and other 90s sitcom icons. The ad pays homage to the 1997 film "Good Will Hunting" and includes references to Boston landmarks and culture, including a cameo by Patriots legend Tom Brady.

Why it matters

Dunkin' has long been associated with Boston, and this year's Super Bowl ad doubles down on that connection by tapping into the city's nostalgia for 90s pop culture. The ad is a clever way for the brand to connect with its Boston roots and appeal to a wider audience through the use of recognizable celebrities and cultural references.

The details

In the ad, Affleck takes Damon's place as the blue-collar Boston genius from "Good Will Hunting," while Damon is joined by other 90s sitcom stars like Ted Danson from "Cheers." The ad also features cameos from other Boston icons like Tom Brady and references to the city's landmarks and culture, such as the line "How do you like them (dough)nuts?" as a play on the famous "Good Will Hunting" quote.

  • Dunkin' first started advertising its iced coffee in 1995, which is why the brand chose a 90s theme for this year's Super Bowl ad.

The players

Ben Affleck

A famous actor and director from Boston who has frequently represented the city in commercials and other media.

Matt Damon

Affleck's longtime friend and co-star, who co-wrote and starred in the 1997 film "Good Will Hunting" with Affleck.

Ted Danson

An actor known for his role as Sam Malone in the iconic Boston-set sitcom "Cheers."

Tom Brady

The legendary quarterback for the New England Patriots, who makes a cameo appearance in the Dunkin' ad.

Jennifer Aniston

The actress who appears in the ad as Brady's girlfriend, making a play on the famous "Good Will Hunting" quote.

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What they’re saying

“How do you like these (dough)nuts?”

— Jennifer Aniston (Dunkin' Super Bowl Ad)

What’s next

Dunkin' is offering 1.995 million free iced coffees on the Monday after the Super Bowl, and customers can enter to win even more free coffee by solving a math problem posed by former NFL player John Urschel, who is an MIT professor.

The takeaway

Dunkin's Super Bowl ad this year is a clever and nostalgic tribute to Boston's 90s pop culture that taps into the city's deep connection to the brand. By featuring recognizable Boston icons like Affleck, Damon, and Brady, the ad is likely to resonate with both local and national audiences.