Dunkin' Further Expands Its Affleckverse
The new DunKings merch, menu, and single further capitalize on Dunkin's Ben Affleck partnership.
If there's one thing America didn't expect while watching Super Bowl LVIII on Sunday, it was seeing Ben Affleck burst through the doors of a recording studio alongside best bud Matt Damon and "Touchdown Tommy" Tom Brady as part of a Boston-proud boy band dubbed "The DunKings," auditioning for mortified wife Jennifer Lopez.
The hilarious commercial, which also features rapper/singer Jack Harlow, rapper Fat Joe, and social media superstar (and longtime Dunkin' devotee) Charli D'Amelio, has ranked highly amongst all Super Bowl LVIII commercials by USA Today, The New York Times and, of course, The Takeout. In the now viral spot, The DunKings don matching billowy tracksuits in Dunkin's signature pink and orange hues emblazoned with "Boston" and doughnuts with crowns as they croon, "Don't dunk away at my heart, why you Dunkin' me, girl?" The ad currently boasts more than 4.5 million views on YouTube with even more collective views of DunKings-related behind-the-scenes footage, outtakes, and a four-minute "extended cut."
On Monday, Dunkin' dropped DunKings merch as seen on the aspirational boy band, including tracksuit separates ($60 each), a furry hot pink bucket hat ($40), and a pair of 40-oz. DunKings-banded stainless steel tumblers in pink and orange ($40 each). It's not the coffee chain's first merch drop—there have long been branded sweats, trendy T-shirts, and a popular unisex adult onesie—but the DunKings swag is seemingly Dunkin's most in-demand collection. TMZ reports DunKings merch is the fastest-selling in the company's history. The track jacket and bucket hat have already sold out, and all items are still in pre-order, meaning customers will have to wait five to seven weeks to receive their DunKings garb, but that's not deterring superfans.
"We're all ready for Halloween—not joking!" said Kylie McCollough of Rhode Island. McCollough, who enlisted her husband to be the Ben to her Jennifer last Halloween by impersonating the A-list couple's first Dunkin' commercial together, ordered matching DunKings tracksuits and bucket hats as soon as the merch launched. "We already lined up two other friends to be Touchdown Tommy and Matty. Now I just need someone who can bedazzle my Dunkin's cup. I'm looking on Etsy."
For those less interested in apparel and more interested in getting their DunKings fix on the daily, Dunkin' also released a special DunKings limited-time menu on Monday which includes DunKings Iced Coffee and DunKings Munchkins Skewers. More of the limited-edition menu is available exclusively through the Dunkin' mobile app, including the Everything Encore Breakfast Sandwich, Hazelnut Heartthrob Iced Coffee, and the Mixed Berry Beats Dunkin' Refresher. (Read our review of the DunKings menu here.)
For fans who have watched Affleck transform from their favorite "iced regulah" fumbling meme into a living, breathing, self-aware, "faux pop stah," the commercial is a showstopper.
"My Massachusetts friend stood with his hand over his heart like it was the national anthem during the Dunkin Donuts commercial," Paul McLeod posted on X. The post garnered three million views, 11,000 likes, and a reply from Dunkin's official account ("We are all Your Massachussetts Friend").
"They tell you you're no good," Affleck says to himself in the commercial. "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 pop star? Mmm? Underestimate Boston. Mmm-hmm. At your peril."
Liam Fennessy posted a photo on X of the DunKings superimposed atop Dunkin's signature pink, orange and white with the caption, "New Massachusetts state flag just dropped." The post racked in two million views and 38,000 likes.
On Valentine's Day morning, Affleck and The DunKings officially dropped their first single, "Don't Dunk Away at My Heart," with decidedly '90s boy band vibes. What a second act for Dunkin's number-one devotee.