The Good Will Dunkin Super Bowl ad might be the most nostalgia-packed commercial of Super Bowl LX—and it’s already one of the most talked-about.

Dunkin’ and Ben Affleck have turned their long-running brand partnership into a full-blown love letter to late-’90s pop culture. This year’s Super Bowl spot, aptly titled Good Will Dunkin’, playfully riffs on Affleck’s breakout 1997 film Good Will Hunting while layering in a cascade of sitcom-era callbacks that sent social media into overdrive.

A Sitcom Reunion Hidden in Plain Sight

At its core, the Good Will Dunkin Super Bowl ad mirrors the themes and tone of Good Will Hunting, but the real fun lies in the cameos. The commercial features a parade of familiar faces from iconic ’90s television, including:

• Jennifer Aniston and Matt LeBlanc from Friends
• Jason Alexander from Seinfeld
• Ted Danson from Cheers
• Jaleel White, Alfonso Ribeiro, and Jasmine Guy
• And a surprise appearance from Tom Brady, because no Super Bowl ad feels complete without him

Blink-and-You-Miss-It Easter Eggs

The Good Will Dunkin Super Bowl ad is stuffed with clever nods designed for viewers who grew up on syndicated sitcom reruns.

Affleck drops Joey Tribbiani’s iconic “How you doin’?” line, while another moment slyly references Ross Geller’s infamous “We were on a break.” Aniston even delivers a tongue-in-cheek twist on Good Will Hunting’s most quoted line with, “How you like these nuts?”

It’s nostalgia layered on nostalgia—deliberately over-the-top and self-aware.

Praise, Backlash, and AI Speculation

Online reaction to the Good Will Dunkin Super Bowl ad has been sharply divided.

Many viewers praised the commercial as the standout of the night, applauding Dunkin’ for leaning fully into cultural memory rather than flashy gimmicks. Others, however, raised concerns about the possible use of AI to digitally de-age some of the actors.

“That Dunkin’ commercial was fully AI,” one user claimed on X, while another asked, “Anyone else horrified by the Dunkin’ Donuts commercial?” Still, defenders fired back just as quickly, calling it the best ad of Super Bowl LX and applauding its bold, unapologetic nostalgia play.

One viral post summed up the skepticism more bluntly: “This is a corporation holding up a nostalgia stuffed animal and saying, ‘You like that?! Remember when life didn’t stink?”

One Absence Fans Couldn’t Ignore

Despite the star-studded cast, fans quickly noticed one glaring omission: Matt Damon.

Given his central role in Good Will Hunting, his absence became its own meme, with viewers jokingly demanding justice for Affleck’s longtime collaborator.

Dunkin’ Doubles Down on the Moment

To capitalize on the buzz, Dunkin’ is extending the Good Will Dunkin Super Bowl ad beyond the screen. The brand has launched limited-edition ’90s-themed merchandise online and is offering a free coffee promotion via the Dunkin’ app using the code GOODWILLDUNKIN on February 9, while supplies last.

Whether you see it as a heartfelt homage or peak corporate nostalgia, one thing is clear: the Good Will Dunkin Super Bowl ad succeeded at its most important job—getting everyone talking.