In a creatively playful commercial that aired during the 2024 Grammys, actor Ben Affleck once again graced the screen for Dunkin'. This time, the ad humorously addresses a memorable moment from the previous year's Grammys, where Affleck's unamused facial expressions became the catalyst for the infamous 'Sad Affleck' memes that flooded social media. Taking a lighthearted approach, the new commercial sees Affleck clearing his name while showcasing his comedic talents.
The commercial begins with a news clip featuring Affleck and his wife Jennifer Lopez at the Grammys, displayed on a television screen with the headline 'Boredest Man in the World.' Affleck, holding an iced Dunkin' coffee, confidently states, 'Keep laughing… He's bored. No. Steady. Always watching. I can do that. How hard can it be?'
As the commercial progresses, Affleck receives a call, presumably from Lopez. He excitedly tells her about a dream he had, where he created beats and she suggested putting them on a record. Affleck even jokingly mentions a persona similar to JLo or BLo, albeit as the 'bad version.' However, his request for help is met with rejection, leading him to sulk while clutching a Dunkin' donut box.
The second half of the commercial follows Affleck's quest to get his beats recognized by music experts. To improve his skills, he turns to Charli D’Amelio, a renowned TikTok star with over 151 million followers. Asking her to demonstrate some moves, he humorously remarks, 'Maybe you can show me how it looks like.' D’Amelio gracefully performs a leg lift and dance, to which Affleck responds with a comical, 'Yeah, I can do that.' However, when he asks about TikTok, D’Amelio gives him a concerned look, revealing his lack of knowledge about the platform.
Undeterred by setbacks, Affleck decides to motivate himself with some positive self-talk. Defying the doubters, he proclaims, 'They tell you you're no good. You're a goofy, middle-aged, clumsy white guy with no rhythm and you can't sing on key. You're not coordinated. That means I can't be a popstar? Underestimate Boston? At your peril.' As he delivers this motivational speech, Affleck takes a bite out of a giant chocolate glazed donut with rainbow sprinkles and proudly declares, 'This is me now,' accompanied by a donut-shaped chain around his neck, cheekily referencing Lopez's album titled 'This Is Me… Now.'
The commercial leaves fans on a cliff-hanger with the phrase 'To Be Continued,' leaving them curious about what Dunkin' and Affleck have in store next. It's worth noting that this spot was developed by Artists Equity, a production company co-founded by Affleck and his friend Matt Damon. In fact, Affleck and Artists Equity also created Dunkin's Super Bowl ad in 2023, where Affleck disguised himself as a Dunkin' employee and interacted with unsuspecting customers, including a playful cameo from his wife, Jennifer Lopez.
Speaking exclusively with PEOPLE magazine from the Massachusetts set of the commercial, Affleck shared his excitement about the project. He acknowledged the strong association between him and Dunkin' due to its popularity in Boston, and saw this as an opportunity to play with that perception while filming in his hometown. With his signature wit and humor, Affleck continues to entertain and surprise audiences, leaving them eagerly awaiting the next installment of his Dunkin' adventures.
