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Dunkin’ will have to sell a whole lot of donuts to recoup its costs if it’s spending up to $50 million for an ad featuring Ben Affleck, Matt Damon, and a bunch of other A-listers. No matter how hilarious it might’ve been, one has to think of the bottom line. And Dunkin’ seemingly has good reason for believing continuing its partnership with Affleck will lead to dividends down the road.

Affleck has starred in a few commercials for Dunkin’, including one that played during 2023’s Super Bowl where Affleck works a drive-thru when Jennifer Lopez pulls up. The Hollywood Reporter wrote that the actor reportedly made $10 million for the gig, and the commercial was also made through Affleck’s production company — Artists Equity. It was a steep investment, but Dunkin’ president Scott Murphy told Entrepreneur, “We ran it once and got 7 billion media impressions, and it kind of kickstarted the year.” That’s impressive as is, but there’s additional data to consider. Murphy continued that the ad did well with the older crowd, so to appeal to the younger generation, Dunkin’ later did an ad spot that had the “Air” actor with rapper Ice Spice.

With that kind of reach, it’s no wonder Dunkin’ and other companies invest heavily in Super Bowl commercials. It’s a surefire way to get a product seen by millions of people. And when people are wondering where to go for coffee the following morning following the big game, Dunkin’ will surely be on many people’s minds. 

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