How Ben Affleck, Matt Damon, and Tom Brady Turned Dunkin' Into Super Bowl Royalty
The intersection of celebrity influence and advertising reached a new high during this year's Super Bowl, with Dunkin' Donuts leading the charge. Their campaign, "The DunKings," featuring an all-star cast of Ben Affleck, Matt Damon, Tom Brady, and a cameo by Jennifer Lopez, turned heads and captured hearts across the nation. The ad cleverly intertwined humor, pop culture, and brand messaging, making Dunkin' not just a coffee brand but a cultural icon for the moment.
This strategic move paid off, with merchandise flying off the shelves and the commercial securing a high ranking in the USA Today Ad Meter competition. In this article, Hollywood Branded examines the metrics behind "The DunKings" campaign to uncover the lasting impact of celebrity endorsements in today's advertising landscape.
From Concept to Viral Hit
One Super Bowl commercial campaign, filled to the brim with celebrity endorsers, had metrics built in that make it a really interesting look into the power of celebrity. You probably saw the spot - Dunkin' teamed up with Ben Affleck, Matt Damon, and Tom Brady for "The DunKings," a two-part ad that featured them trying to break into the music scene, and even included his real-world life, Jennifer Lopez. It's kept audiences engaged well beyond the initial buzz of the big game, showcasing the lasting impact of creative and star-studded marketing efforts in today's media landscape.
That Sunday, Dunkin' Donuts made a memorable splash with a commercial that was as strategic as it was entertaining. The campaign blended pop culture and branding with a touch of humor. The initiative symbolizes chasing dreams with Dunkin' fuel, emphasizing a light-hearted connection with the audience through innovative menu items and vibrant merch. Hat's off to their team for a job truly well done.
With the guys wearing eye-catching Dunkin' tracksuits, the ad humorously showcased the trio, dubbed the DunKings, attempting to break into the music scene with J Lo.
But here's where the magic really happened.
Merchandise Sells!
Following the Super Bowl, Dunkin' introduced a limited-time menu and exclusive merchandise, embodying the campaign's spirit. This clever blend of humor and celebrity appeal not only captivated viewers but also brilliantly highlighted Dunkin's new merchandise.
The aftermath of the ad was a marketer's dream, with the featured tracksuits selling out within 19 minutes of hitting the online store. Priced at $60 for each piece, the tracksuits—emblazoned with the 'DunKings' logo and paying homage to the Boston Red Sox—became an instant hit, demonstrating the power of Super Bowl advertising to drive immediate consumer action. Dunkin' quickly capitalized on this demand by offering a pre-order option for their next merchandise drop, ensuring the buzz continued beyond the game day.
This campaign serves as a prime example of effective marketing, where the right mix of celebrity endorsement, humor, and brand identity can lead to significant commercial success. Dunkin' Donuts' approach not only garnered widespread attention but also translated into tangible sales, showcasing the enduring value of creative and engaging advertising in one of the world's most watched sporting events.
The Top Super Bowl Ads - Ranked
The Dunkin' commercial came in #2 (a 6.52 score) on the USA Today Ad Meter competition, which ranks the Super Bowl "best-of ads" each year, with over 160,000 registered to vote. Dunkin's commercial came in with a 6.52 rating. The 2024 winner was State Farm's "Like a Good Neighbaaa," starring Arnold Schwarzenegger and Danny DeVito, with a score of 6.68.
Read on to learn about other top celebrity driven ad campaigns that scored well.
Uber Eats
#4 ranked Uber Eats campaign "Worth Remembering" which got a 6.26 score. Jennifer Aniston and David Schwimmer appear to forget their iconic roles on "Friends," while the Beckhams amusingly struggle to recall the name of the Spice Girls, questioning, "Paprika girls?" Meanwhile, Jelly Roll makes a comedic attempt to wash away his facial tattoos, and USHER is humorously portrayed as being completely unaware that he just delivered a performance at the halftime show.
BMW
#7 ranked 6.10 scorer BMW campaign "Talkin' Like Walken", featuring Christopher Walken, showcases the actor's distinctive speech pattern as he navigates through a series of encounters where individuals mimic his unique style, including Ashley Park and R&B singer Usher. Walken's reactions range from unamused to mildly annoyed, highlighting his individuality amidst the impersonations.
The narrative culminates with Walken driving off in the BMW 5 Series, reinforcing the notion that both he and the car are unparalleled originals. This campaign, directed by Bryan Buckley with cinematography by Hoyte van Hoytema, is part of a larger effort to engage audiences beyond the commercial through a hashtag campaign, #TalkinlikeWalken, encouraging fans to share their own Walken impersonations. This ad not only emphasizes the unique qualities of the BMW 5 Series and introduces the electric i5 model but also leverages Walken's star power to create a memorable and engaging advertisement, further engaging the audience beyond the Super Bowl spot.
Verizon
Coming in a #9, in the Verizon Super Bowl commercial titled "Can’t B Broken," Beyoncé brings her unparalleled star power to the forefront, effectively enhancing Verizon's message and showcasing their services. The ad, scored at 5.91 in the rankings, capitalizes on Beyoncé's influence to connect with a wide audience, demonstrating the resilience and reliability of Verizon's network. This strategic partnership between Verizon and Beyoncé underscores the company's commitment to quality and service, using the emotional and inspirational appeal of a global icon to resonate with viewers and reinforce the brand's values.
Doritos
The #10 ranked top commercial was Doritos' "Dina & Mita" starring Jenna Ortega alongside her on-screen grandmothers, Dina and Mita, in a humorous chase for the last bag of Doritos Dinamita Chile Limon. The narrative unfolds as they attempt to retrieve the coveted chips from a man who snatches it from them in a convenience store.
Jenna's journey throughout the ad is a frantic search for her abuelas, culminating in a comedic twist where she ends up with the Doritos herself after finding her grandmothers outside the store. The commercial emphasizes the lengths to which fans might go for their favorite Doritos flavor, adding a lighthearted and family-oriented narrative to the Super Bowl's commercial lineup.
But Wait, There's More!
For the latest insights into celebrity branding and the intersections between entertainment and entrepreneurship, stay tuned to our blog at Hollywood Branded. Also check out the articles our team wrote below or listen to our weekly podcast.
Kaylyn Bucknor examines how SKIMS leverages celebrity endorsements and innovative marketing to dominate the shapewear industry, setting a new standard for creativity and inclusivity in the article Genius SKIMS Marketing Campaigns.
Natalie Ivanova delves into fostering innovation in the creative industry, highlighting strategies like mind mapping and embracing failure to unlock creativity in the article 16 Ways To Unleash Your Creativity.
Want to stay in the know with all things pop culture? Look no further than our Hot in Hollywood newsletter! Each week, we compile a list of the most talked-about moments in the entertainment industry, all for you to enjoy!
