If there was one Super Bowl commercial that stood out over the others this year, it was Dunkin’s, once again led by Ben Affleck, and once again engineered to dominate the group chat.

The 2026 Dunkin’ Super Bowl ad leans hard into nostalgia, reimagining “Good Will Hunting” as a long-lost 1990s sitcom called “Good Will Dunkin’”. The spot blends Boston bravado, sitcom tropes, and an avalanche of celebrity cameos, positioning itself as both a love letter to ‘90s television and a knowing parody of reboot culture.

Shot on film on a practical set and digitally de-aged for authenticity, the commercial arrives as Dunkin’ celebrates its first-ever iced coffee ad from 1995 and it might just be the most stacked ad of the night.

The concept: “Good Will Dunkin’’

Affleck reprises his “Good Will Hunting” persona, but instead of a gritty Boston drama, he’s dropped into a laugh-track sitcom universe. The ad riffs on iconic shows like Friends, Seinfeld, Cheers, The Fresh Prince of Bel-Air, Family Matters, and A Different World, blending their characters into a single surreal crossover.

Frequent Dunkin’ collaborator Tom Brady returns as Affleck’s partner-in-coffee chaos, anchoring the spot’s Boston energy while the cameos do the heavy lifting.

Every cameo in the Dunkin’ Super Bowl ad

Here’s who shows up, and who they’re playing:

• Ben Affleck as Will Hunting (Good Will Hunting)
• Jennifer Aniston as Rachel Green (Friends)
• Matt LeBlanc as Joey Tribbiani (Friends)
• Jason Alexander as George Costanza (Seinfeld)
• Ted Danson as Sam Malone (Cheers)
• Alfonso Ribeiro as Carlton Banks (The Fresh Prince of Bel-Air)
• Jasmine Guy as Whitley Gilbert (A Different World)
• Jaleel White as Steve Urkel (Family Matters)
• Tom Brady as himself, continuing his unlikely run as a Dunkin’ pitchman

Each appearance is brief but unmistakable, designed to trigger instant recognition and instant nostalgia, especially for millennial viewers who grew up with syndicated sitcoms dominating prime time.

Dunkin’s ad succeeds where many Super Bowl commercials don’t. It doesn’t overexplain the joke. Instead, it trusts viewers to recognize the references, rewards them for catching each cameo, and keeps the runtime tight enough to invite repeat watches.

It also continues Dunkin’s unlikely run as one of the most consistent Super Bowl advertisers of the past few years, thanks largely to Affleck’s self-awareness and willingness to lean into parody. Past campaigns have featured the “DunKings,” surprise Jennifer Lopez cameos, and increasingly absurd lore, all of which have helped Dunkin carve out a distinct identity on advertising’s biggest stage.

Beyond the laughs, the ad also kicks off a campaign. Dunkin’ is giving away 1.995 million free iced coffees starting Monday, February 9, via the Dunkin’ app using the code GOODWILLDUNKIN, and releasing a limited line of vintage-inspired merch sourced from Boston shops.

In a year packed with celebrity-heavy commercials, Dunkin’s stands out by actually doing something with its stars. Between the concept, the execution, and the sheer density of cameos, “Good Will Dunkin’” is one of the most talked-about ads of Super Bowl LX, and a strong contender for the best.

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