Dunkin‘ is taking viewers back to 1995 for this year’s Super Bowl commercial, unveiling a “lost” sitcom pilot titled “Good Will Dunkin'” that imagines the accidental invention of the brand’s now-iconic iced coffee. The spot, which aired during Super Bowl LX on Sunday, February 8, 2026, stars Ben Affleck and a powerhouse cast of 90s television icons.
The campaign, created by Affleck and Matt Damon’s Artists Equity, serves as a prequel of sorts to the brand’s recent celebrity-driven hits, positioning Affleck not just as a fan, but as the fictional “inventor” of the beverage that changed the chain’s trajectory.
The “Lost Pilot” Concept
The commercial is framed as a never-before-seen sitcom pilot set in a Boston-area Dunkin’. Ben Affleck plays “Will,” a quick-witted employee (a nod to his character in Good Will Hunting) who accidentally discovers iced coffee after a mishap with a customer’s order.
The spot leans heavily into 90s tropes—laugh tracks, flannel shirts, and “The Rachel” haircuts—and features an ensemble cast of sitcom legends:
- Jennifer Aniston (Friends)
- Matt LeBlanc (Friends)
- Jason Alexander (Seinfeld) as the store manager
- Ted Danson (Cheers)
- Alfonso Ribeiro (The Fresh Prince of Bel-Air)
- Jaleel White (Family Matters)
- Jasmine Guy (A Different World)
- Tom Brady makes a surprise cameo, delivering a “very Boston” punchline.
“The ’90s gave us iconic sitcoms, and Dunkin’ gave the world iced coffee,” said Jill Nelson, Chief Marketing Officer at Dunkin’. “Good Will Dunkin’ brings us back in time to imagine the moment those worlds collided.”
The “Math Challenge” and Giveaways
To celebrate the ad, Dunkin’ is launching a massive giveaway. On Monday, February 9, the brand is offering 1.995 million free iced coffees (any size) via the Dunkin’ app using the promo code GOODWILLDUNKIN.
Additionally, the brand has partnered with John Urschel, an MIT professor and former NFL player, to release a real-world math challenge inspired by the equations scribbled on the window in the commercial. The winner will receive free Dunkin’ coffee for a year and signed merchandise.
Merch Drop
True to form, Dunkin’ also released a limited-edition collection of 90s-inspired merchandise at DunkinRunsOnMerch.com. Items include vintage-style mugs, denim jackets, and a “Will Hunting”-inspired visor complete with attached faux hair.
Why It Matters
This campaign marks the fourth consecutive year Ben Affleck has directed a Super Bowl spot for Dunkin’. It highlights the brand’s strategy of blending nostalgia with entertainment, turning its commercials into cultural moments rather than traditional ads. By recruiting stars from Friends, Seinfeld, and Cheers, Dunkin’ is tapping into the cross-generational appeal of 90s sitcoms to cement its status as a “comfort brand”.
What’s New
While the “Good Will Dunkin'” campaign relies on the cozy nostalgia of the ’90s to celebrate the brand’s iced coffee heritage, Dunkin’ is simultaneously pivoting toward the functional demands of the modern 2026 consumer. Just weeks after the Big Game, the brand transitioned from sitcom-era throwbacks to high-performance beverage innovation with the national launch of Dunkin’ Zero sugar energy drinks. This move into the zero-sugar, afternoon energy segment—utilizing advanced sweeteners like allulose—proves that Dunkin’ is effectively managing a dual-brand identity: honoring the classic rituals established in the 1995 “lost pilot” while providing the clean-label, functional fuel required by today’s sugar-conscious workforce.
FAQs
What is the code for free Dunkin’ iced coffee?
The code is GOODWILLDUNKIN. It is valid on Monday, February 9, 2026, for one free iced coffee of any size via the Dunkin’ app.
Who is in the Dunkin’ Super Bowl commercial 2026?
The cast includes Ben Affleck, Matt LeBlanc, Jennifer Aniston, Jason Alexander, Ted Danson, Alfonso Ribeiro, Jaleel White, Jasmine Guy, and Tom Brady.
Is “Good Will Dunkin'” a real show?
No, it is a fictional “lost pilot” created specifically for the Super Bowl LX campaign.
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