Tom Brady Channels '90s Heartthrob in Dunkin' Super Bowl Commercial

The 5-time Super Bowl MVP appeared in the '90s-themed 'Good Will Dunkin' ad alongside Ben Affleck and other sitcom stars.

Feb. 9, 2026 at 4:39pm

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Despite the New England Patriots' loss in Super Bowl LX, Tom Brady brought some Super Bowl cheer by appearing in Dunkin's '90s-themed commercial 'Good Will Dunkin'. The ad featured Brady in an over-the-top wig and denim jacket, playing the 'new boyfriend' of Jennifer Aniston's character. Brady joined Ben Affleck, who played a retro Dunkin' employee named Will, as well as other sitcom stars like Jason Alexander and Jaleel White.

Why it matters

Dunkin's Super Bowl commercials have become a highly anticipated annual tradition, and this year's ad tapped into nostalgia for classic '90s sitcoms. By bringing together a star-studded cast of familiar faces, the commercial delivered entertainment value and connected with viewers on an emotional level.

The details

In the 'Good Will Dunkin' commercial, Ben Affleck's character Will is a math genius working at Dunkin', while Jennifer Aniston plays his ex-girlfriend who shows up with her 'new boyfriend' - played by Tom Brady in an exaggerated wig and denim jacket. The ad also featured Jason Alexander as the Dunkin' store manager and Jaleel White making a nod to his famous 'Did I do that?' line from Family Matters.

  • The commercial aired during Super Bowl LX on February 9, 2026.

The players

Tom Brady

A 5-time Super Bowl MVP who has a long history of appearing in Dunkin' commercials, including a 2003 ad for their steak, egg, and cheese sandwich and a 2024 Super Bowl spot with Ben Affleck and Matt Damon as the fictional boy band 'the DunKings'.

Ben Affleck

An Oscar-winning actor and filmmaker who played a retro Dunkin' employee named Will in the 'Good Will Dunkin' commercial, reprising his collaboration with Dunkin' after appearing in their 2024 Super Bowl ad.

Jennifer Aniston

A renowned actress known for her role as Rachel on the sitcom Friends, who appeared in the 'Good Will Dunkin' commercial as the ex-girlfriend of Affleck's character.

Jason Alexander

An actor best known for playing George Costanza on Seinfeld, who appeared in the 'Good Will Dunkin' commercial as the Dunkin' store manager.

Jaleel White

An actor famous for his role as Steve Urkel on the sitcom Family Matters, who made a cameo in the 'Good Will Dunkin' commercial with a nod to his iconic 'Did I do that?' line.

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What they’re saying

“I was excited to jump into another Dunkin' Super Bowl commercial with Ben, and we had a blast. The Dunkin' team knows how to make something entertaining, and stepping into the whole '90s Dunkin' world made it even more fun.”

— Tom Brady (Men's Health)

“It was genuinely great to reunite with everyone for this. Dunkin' brought a lot of people together for something that's just pure fun. And as a Boston University alum, getting a little New England coffee back in the mix felt like home for me.”

— Jason Alexander, Seinfeld actor (Instagram)

“It taps into that era when TV didn't take itself too seriously and pairing that with Dunkin's history made the whole thing feel like a time capsule in the best way.”

— Jaleel White, Family Matters actor (Twitter)

What’s next

Dunkin' is expected to release behind-the-scenes footage and additional content related to the 'Good Will Dunkin' commercial in the days following the Super Bowl.

The takeaway

Dunkin's Super Bowl commercial successfully tapped into nostalgia for classic '90s sitcoms, bringing together a star-studded cast to create an entertaining and lighthearted ad that resonated with viewers. The collaboration between Tom Brady, Ben Affleck, and other familiar faces demonstrated Dunkin's ability to deliver creative and memorable Super Bowl content.