Jennifer Lopez is a dancer, singer, actress, entrepreneur, multi-millionaire and Adweek brand visionary with the talent to still read like someone who sometimes has to drag her lazy Massachusetts-raised husband out of a Dunkin’ in Medford.
Ben Affleck, meanwhile, has three decades of work in the film industry and two Oscars under his belt, but has had enough exhaustion memes under his belt that it’s hard to blink when he shows up at a Dunkin’s window to take your order.
It’s the brilliance of Dunkin’s Super Bowl ad, her last with creative agency Anomaly before her moves to new creative lead Leo Burnett later this year. Directed by Affleck himself, the spot features the actor offering customers a $1 donut with the purchase of a medium or large coffee and an occasional handful of Munchkins for their patience.
Those who recognized him took selfies at the window. Those who didn’t had the opportunity to give him blank stares as they wondered why this unshaven worker was timing them instead of handing them their rapidly cooling coffee.
This continues for a while until Lopez stops by (looking much neater than Affleck) asking if this is where he spends all his time and telling him to go home. His pleas to be cool in front of his new Dunkin friends are only met with a terse request for “glazing” with just enough Bronx on it to mean business.
Much like the agency that created it, this place may be a bit of an anomaly for Dunkin’ in the future. The brand previously hired Anomaly in 2021 under the former CMO Rafael Acevedo, who left the brand in March 2022 after less than a year in the role. Dunkin’ promoted Jill McVicar Nelson to the role of CMO in September to help the channel reach young consumers. She has strategies in place, including a focus on frozen drinks. Nelson, who has worked at Dunkin’ for over a decade, has also helped the brand grow its social media presence, increasing its TikTok audience to more than 3 million followersthanks in part to a successful campaign with TikTok influencer Charli D’Amelio.
Jill Nelson, Director of Marketing
Pete Callaro, Vice President, Integrated Marketing Communications
Briana Appel, Manager, Integrated Marketing Communications
Brigette Buckner, Manager, Public Relations
Molly Mills, Director, Field Marketing
Kemma Kefalas, Brand Engagement Manager, Integrated Marketing Communications
Sarah Schlesinger, Deputy Head of Brand Engagement, Integrated Marketing Communications
Marykate Lampron, Senior Manager, Integrated Marketing Communications
Tamara Elamin, Manager, Connection Planning
Caroline Fowler, Senior Manager, Media Strategy and Planning
Meredith Ruta, Director, Dunkin’ Loyalty
Victoria Watkins, Manager, Integrated Marketing Communications
Dillon Coyne, Manager, Digital Marketing
Production and post-production
Director: Ben Affleck
Production Co: The Reserve Label
Executive Producer: Ryan Slavin
Executive Producer: Jay Pollak
Producer: Ari Weiner
DP: Erik Sohlstrom
1st AD: Jon Mintz
Production designer: Audrey Ledoux
Post-production: artist equity
Publisher: Brett Reed
Head of post-production: Tim Weyers
Sound Design/Audio: Julian Slater
Color and visual effects: Company 3/Los Angeles
Senior EP: Ananda Reavis
Colorist: Yvan Lucas
Color Producer: Mario Castro
Visual Effects Producer: Brian Buxton
Jason Deland, founding partner
Mike Byrne, Founding Partner and Global CCO
Craig Schlesinger, Creative Director
Stephen Mendonca, creative director
Bronwen Lonsdale, Executive Producer
Adrian Goodgoll, Group Commercial Director
Lisa Chad, Commercial Director
Jacob Robbins, Account Supervisor
Hannah Welch, Senior Project Manager
Bianca Lauria, Senior Director of Commercial Affairs
Valerie Sachs, Business Affairs Associate