American donut chain Dunkin’ reignited its Super Bowl magic with the return of the DunKings, taking on rival chains in the “Java Jam Battle of the Coffee Brand Bands.”
Partnering with Artist Equity, the creative studio founded by Matt Damon and Ben Affleck, Dunkin’ wrapped up its Big Game campaign with a high-energy, star-packed film.
It featured teaser videos, a new DunKings $6 Meal Deal, and a limited-edition Juicy Couture x Dunkin’ tracksuit.
View this post on Instagram
The centerpiece of the campaign, a seven-minute film titled "DunKings 2: The Movie," stars director Ben Affleck alongside Casey Affleck, Jeremy Strong, Kevin Smith, internet personality Druski, and legendary football coach Bill Belichick.
Playing on Boston’s history and its deep love for Dunkin’, the ad delivers plenty of absurdity.
Jeremy method acts as Paul Revere, bathing in coffee grounds to “find the character,” while the DunKings exchange sharp-witted jabs with rival coffee brands.
View this post on Instagram
Dunkin’ CMO Jill McVicar Nelson emphasized how the latest campaign builds on last year’s success and expands Dunkin’s playful universe:
“Everyone wants to be a DunKing! After seeing the incredible response to Ben and the DunKings last year, we created an entire coffee and breakfast universe to extend the fun and make one thing clear: Dunkin’ is for everyone.
This latest chapter is bigger, funnier, and full of surprises — and it reinforces what Dunkin’ has always been about: great coffee, fast — plain and simple.”
The full cut packs in quotable lines and nods to Boston’s most iconic exports, including Dunkin’ itself.
Who Wants to Be a DunKing?
"DunKings 2: The Movie" kicks off with Ben Affleck striding into a room with his crew, shouting “DunKings!” as music blares and they launch into a dance routine.
The scene then jumps forward a year. Ben, now determined to take things to the next level, tells Casey they need to drop diss tracks — because “that’s how people battle each other.”
But this time, they’re not just going up against each other; they’re taking on rival coffee brands.
Casey, unimpressed, shuts him down. “It looks stupid,” he flatly says.
The story then shifts to “Java Jam: Battle of the Coffee Brands,” an event where different coffee companies hype up their drinks.
View this post on Instagram
At the Dunkin’ booth, a skeptical young boy approaches and sizes them up. “This ain’t the DunKings,” he says, before demanding to know where Matt Damon and Tom Brady are.
Ben waves off the question, saying, “They don’t have the heart of a champion.”
The boy isn’t convinced. He insists they won’t win the Java Jam without Matt and Tom — and they need a real contender for the big showdown.
The camera lingers on a door labeled “Jeremy Strong” before cutting to the actor himself as he's immersed (quite literally) in the depths of his method acting.
His intense preparation includes surrounding himself with Dunkin’ coffee beans.
The film shows the previously released teaser, with Jeremy emerging from a barrel of beans.
Back at the Java Jam, parody versions of rival coffee brands take the stage, trading jabs with Ben and Casey.
View this post on Instagram
Just as tensions rise, Jeremy makes his grand entrance — dressed in full Revolutionary War soldier gear.
He delivers an impassioned speech in old American English, culminating in a triumphant declaration that seals the win for Dunkin’.
The film wraps up with the entire crew celebrating over Dunkin’ coffee and donuts as the iconic tagline plays: “America runs on Dunkin’.”
As a postscript, Donnie Wahlberg suddenly appears, with Ben enthusiastically welcoming him with a big hug.
View this post on Instagram
Dunkin’ strikes a balance between nostalgia, humor, and star power to keep its brand top of mind.
By weaving pop culture and playful storytelling into its Super Bowl campaign, the company stays relevant in a competitive market while reinforcing its connection with its loyal customers.
The addition of limited-edition products and a special meal deal ensures the campaign isn’t just entertaining — it also drives real consumer engagement and sales.
