Dunkin’ was squeezed between Starbucks and McDonalds. Dunkin’ had doubled down on product experimentation, but the strategy hadn’t translated to sustained growth. Forgettable ads were forgotten, and traffic was on an 8 year decline.

Dunkin’ had to steal attention—and sales—from their competitors. To do that, they had to make a seismic impact on culture.

We built a Hollywood-style Cinematic Universe with multiple chapters, crazy characters, and a depth of content so entertaining, people sought it out on their own. An extended director’s cut of “The DunKings” campaign became a viral hit and expanded the social buzz following Super Bowl 2024.

While Dunkin’ is a national brand, its soul is found where it all began: Boston.

Boston has a character all its own, and it’s proud. It produced cultural touchstones like Cheers, The Departed, and dominant global sports brands like the Red Sox (MLB) and the Celtics (NBA). The accent is a beloved American icon.

Famous Bostonians are as proud of their Boston heritage as anyone. For some figures, Boston becomes a part of their public persona.

Such is the case for Ben Affleck. Ben’s global stardom has been rooted in his Boston upbringing since his breakout performance in Good Will Hunting, and he’s one of America’s true A-listers. He’s a two-time Oscar winner, a renowned performer and director, and he’s married to fellow A-lister Jennifer Lopez, who appears in the work.

He’s been photographed carrying Dunkin’ since the 90s. Known for his meme-inducing moments of ennui, a 2020 paparazzi photo captured the actor struggling to carry a large Dunkin’ order, prompting fans online to share widely, dubbing it a quintessential “Boston moment” and Ben a “relatable king.”

Ben and Dunkin’ shared the same Boston qualities: relatability, blunt honesty, enthusiasm, and a willingness to enjoy a joke, even if it may be at his own expense.

In this work he is joined by Matt Damon, childhood friend and Bostonian, and fellow A-list actor; as well as Tom Brady, 7x Super Bowl champion quarterback, 6x for Boston’s NFL team, the Patriots.

One week prior to Super Bowl ’24, we released a teaser during The GRAMMYs: after Ben’s promotion to Dunkin’ brand ambassador, he’s preparing for an even bigger impact. He bothers a music producer and looks at costumes. Boston-based TikToker Charli D’Amelio is his dance coach. Young rap talent Jack Harlow tries to dissuade him from doing whatever this is, appealing to his “voice of reason.” Ben refuses. To Be Continued cliffhanger. Two more social teasers drop before SB ’24.

Then during SB ‘24, Ben reveals his passion project. He crashes JLo’s recording session to reveal his new jumpsuit-clad, star-studded “man-boy band”, The DunKings, featuring Tom Brady and Matt Damon. They dance to an original pop track, then pose. JLo’s overwhelmed, Matt Damon’s chagrined, Tom is just happy to be there, and Ben walks away with the last laugh—Dunkin’ is naming a drink after them.

Dunkin’s advertising was on a marketing treadmill, messaging around constant menu updates. To no end—traffic was declining. And that traffic was going to Starbucks and McDonalds.

Dunkin’ did own traffic and attention in their historic home in the Northeast. 47% of adults in Boston order Dunkin’ at least once a month, and brand love is sky high.

But regional success hadn’t translated to national success. They were too reliant on their core loyalists: 43% of Dunkin’s total sales came from the Northeast, a region representing only 10% of the US population.

The challenge was extending that dominance to the rest of the country. Dunkin’ needed to raise their profile and drive awareness, positive sentiment, and, ultimately, sales.

Dunkin’ had to launch themselves over the heads of their competitors in the public conversation. And that meant creating an undeniable cultural moment that would put Dunkin’ on everyone’s radar.

"FROM POP STAR, TO DUNKING"

INT. DUNKIN’ CREATIVE SPACE - NIGHT

Ben watches news coverage of him and wife Jennifer Lopez at

the Grammy’s the previous year. The headline reads

“The

Bordest Man in the World.”

VOICE 1

Oh my God. He was so bored.

VOICE 2

Why does he look so bored?

VOICE 3

Bored!

BEN

Keep laughing. Said I was bored?

No. Steadying. Always watching.

Who’s on the stage? What moves can

I steal? I can do that. How hard

could it be?

INT. BEN’S SPECIAL HOME RECORDING STUDIO - DAY

Ben paces on the phone with a box of Dunkin’ donuts in arm.

BEN

What’s going on, baby? I’m in the

office, in the editing studio. It’s

a fun thing for me because I don’t

really-- I’ve never done any music

thing or anything like that.

Ben walks into the part of the studio revealing a recording

studio set-up: keyboards, speakers, desktop, etc.

BEN (CONT’D)

I think because of that I had this

crazy dream-- you’re gonna laugh--

I had come up with some beats and

some rhythms. And then you were

like ‘That’s dope. That’s amazing.

I love that. That’s like a whole

new sound. Maybe we should put that

on the record.’ I even had like a

persona like JLo but BLo. That’s

the bad version obviously. Do you

have any time today if I wanted to

squeeze by and like--

(disappointed)

I understand.

INT. DUNKIN’ CREATIVE SPACE - NIGHT

Ben talks to himself.

BEN

Jen, you know, you’re not the only

one with a dream. Not the only one

with an identity and a self expression

and a truth.

INT. RECORDING STUDIO

Ben sits down next to CHAUNCEY, big-time music producer.

BEN

What’s going on?

Ben waves a CD labeled “Ben’s Beatz.”

BEN (CONT’D)

These are the beats right here.

CHAUNCEY

Is that... a CD?

BEN

Big-time music expert, you don’t

know where music comes from? It

goes on CD’s, partner.

CHAUNCEY

Well, I do remember those.

BEN

This is rough, but it’s also

finished.

The two listen to a track off the CD. Ben nods, enjoying his

music. Chauncey does not have the same reaction.

SONG

Ben got them Beatz. Walk into this

Dunkin’ I’m home. (I’m home)

Ben pauses the song to explain his musical genius.

BEN

What you hear there is like--

that’s the soul of it.

CUT TO:

INT. CHAUNCEY’S RECORDING BOOTH - DAY

Ben lays his heart and soul in the booth.

BEN

(attempting to sing)

And I’m still down with Dunkin’.

(speaking to Chauncey)

Should I do the dance with it or

not?

CHAUNCEY

Um... probably not.

BEN

This is rehearsal; we’ll be here

all day.

INT. DUNKIN’ CREATIVE SPACE - NIGHT

Back to the scene where Ben comforts himself against the

haters.

BEN

I’m not bored. I’m locked IN.

INT. WARDROBE FITTING ZONE - DAY

A STYLIST rolls in a rack of clothes.

BEN

I got like--

Ben shows her his colorful costume ideas for his pop-star

persona. The first is pink and includes shoulder pads and a

huge donut hat.

BEN (CONT’D)

This or too subtle?

INT. DUNKIN’ CREATIVE SPACE - NIGHT

Back again to the scene where Ben comforts himself against

the haters.

BEN

I should be on that stage. I’m a

dancer.

CUT TO:

INT. WARDROBE FITTING ZONE - DAY

Ben shows CHARLI D’AMELIO a clip taken from “The Tonight Show

starring Jimmy Fallon” on his phone.

JIMMY’S VOICE

You don’t know who Ben Affleck is?

Ben pauses the video.

BEN

Are you kidding though, right?

That’s a--

CHARLI

No. Is that you?

BEN

I am Ben. I know. That’s a bit of a

younger picture–

CHARLI

Ohhhhhh. Jennifer Lopez’s husband.

That’s cool.

BEN

I’m kind of an influencer myself,

of sorts.

CHARLI

What do you do?

BEN

Uhh, I do some acting and writing

and directing of movies which are a

long-form of entertainment that

were popular in the twentieth

century.

To music, Charlie demonstrates some choreography for Ben, but

it is too intense for a man of his age and agility. He tries

to follow but can’t.

BEN (CONT’D)

You know, if I do that, I think

people are going to be overwhelmed.

CHARLI

We can always do like a step.

Charlie steps.

BEN

Bing!

CHARLIE

Clap!

Charli claps.

BEN

Boom!

CHARLIE

Yeah!

BEN

Is that cool?

CHARLIE

I mean... yeah.

BEN

Who is TikTok?

This leaves Charli speechless.

INT. DUNKIN’ CREATIVE SPACE - NIGHT

Back again to the scene where Ben comforts himself against

the haters.

BEN

They tell you you’re no good…

EXT. BACKYARD - DAY

Ben pulls out a chocolate-donut-shaped necklace from a

colorful felted box and puts it on.

BEN (V.O.)

You’re a goofy, middle-age, clumsy

white guy who can’t sing, and you

can’t sing on key. You’re not

coordinated. That means I can’t be

a pop star?

INT. DUNKIN’ CREATIVE SPACE - NIGHT

Back again to the scene where Ben comforts himself against

the haters.

BEN

Underestimate Boston, mhm, at your

peril.

INT. BACKYARD - DAY

Ben stands proudly wearing the chocolate-donut-shaped

necklace.

BEN

This is me now.

A Dunkin’ tracksuit is slightly visible through the opening

of a Dunkin’ donut box.

INT. JACK HARLOW’S CAR - DAY

Ben confides in his friend JACK HARLOW.

BEN

Last year she comes by my spot,

doesn’t ask permission. Now I’m

just going to go in there and show

her what I can do.

Jack looks at Ben, trying to hide his concern.

BEN (CONT’D)

Here’s why I know it’s right.

Because there’s a voice: ‘Don’t do

this. Terrible mistake.’

JACK

That might be what you need to

hear.

BEN

No, that’s the wrong voice.

JACK

No it’s not. Maybe it’s the voice

of reason.

BEN

Nah, I don’t have that voice.

Believe me.

Ben and Jack share a look of understanding that Ben is going

to do what Ben wants to do. Ben exits the car.

INT. JLO’S RECORDING STUDIO - DAY

JENNIFER LOPEZ and her team of music producers hard on her

latest album “This Is Me... Now.”

EXT. JLO’S RECORDING STUDIO - DAY

Ben takes deep breaths, preparing himself.

BEN

(to himself)

You can do this.

Ben slams open the door.

CUT TO:

INT. JLO’S RECORDING STUDIO - DAY

An ASSISTANT hands Jennifer a “This Is Me... Now” poster.

ASSISTANT

(whispering to Jennifer)

He’s here.

JENNIFER

No.

At that moment Ben barges into the recording studio with a

team in matching Dunkin’ pink and orange tracksuits behind

him. Jennifer is horrified.

BEN

What up, Bronx?! For your

consideration here comes the Boston

Massacre: THE DUNKINGS!!!

A banner drops displaying The DunKings logo. Ben and three

BACKUP DANCERS stand proudly in front of it. Jennifer

scratches her forehead in frustration.

BEN (CONT’D)

(re: TOM BRADY on

keyboard)

Touch down Tommy on them keys!!!

Play it, coach.

Ben and Tom fist-bump.

TOM

You got it.

BEN

I’m going long, Johnny. Oh!

Ben pretends to catch an imaginary football.

BEN (CONT’D)

And needs no introduction, my

partner.

Ben points to MATT DAMON who holds the DUNKINGS ICED COFFEE

with a DUNKINGS MUNCHKINS SKEWER.

MATT

Sometimes it’s really hard to be

your friend, man.

BEN

You said you were going to support

me.

Another man in tracksuit, HENRY blows a wind machine in

Matt’s face.

MATT

No, Henry, no.

Henry backs up.

Ben finds his pitch.

DUNKINGS

(singing and cringey

dancing)

DunKings! Don’t dunk away with my

heart! Why you dunking me, girl?

Why you dunkin’? DunKings! Don’t

dunk away my heart!

Jennifer is both disappointed and embarrassed. FAT JOE

watches with disgust.

Henry blows the wind machine into Ben’s face. Ben taps it

away.

BEN

(out of breath)

This is ME now.

Matt builds courage.

MATT

How do you like... ‘them donuts.’

I’m so sorry.

BEN

You hate to see it, but I forgive

you. Lay us on the track. What

track are we?

JENNIFER

(scolding)

We talked about this.

Ben is taken aback.

BEN

(to The DunKings, crushed)

Let’s go.

Matt takes another sip of The DunKings drink.

BEN (CONT’D)

You know what? You’re biased.

You’re blinded by them pinstripes.

Ben and the rest of The DunKings exit with their heads hung

in shame.

BEN (CONT’D)

Here goes Babe Ruth!

Ben accidentally bangs his head on The DunKings banner.

JENNIFER

Tom?

Tom smiles at her.

JENNIFER (CONT’D)

(sweet)

You can stay.

EXT. JLO’S RECORDING STUDIO - DAY

Ben and Matt walk with their chins up.

MATT

Remember when I told you I’d do

anything for you? This is anything.

BEN

Chill. They’re naming a drink after

us.

THE END