The immense audience success of the SuperBowl no longer needs to be demonstrated, just like that of the half-time show, a real advertising magnet.
Competing to find the most original concept, brands know that these few minutes can be synonymous with almost immediate economic benefits.
By bringing together Ben Affleck, Jennifer Lopez, Matt Damon and Tom Brady in an advert broadcast on February 11, Dunkin Donuts did very well, to the great joy of spectators.
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We knew it was expected, and the least we can say is that it did not disappoint.
For several days, Dunkin Donuts has been multiplying the “teasers” around its famous advertisement, where we saw Ben Affleck sketching a few steps with the dancer and Tiktok star Charli d'Amelo, or even discussing with the rapper Jack Harlow: what about making the mouths of many spectators water.
In the final version of the ad, which lasts one minute, we first see Jennifer Lopez in a music studio then Ben Affleck with Jack Harlow, in a car, the latter trying to dissuade the actor from starting a singing career .
But J-Lo's husband doesn't want to know anything about it: "Last year she came to my field [the cinema, in
Shotgun Wedding
and
The Mother
,
Editor's note
], so now I have to prove to her what I'm worth."
It was then that the actor slammed the door and burst into the studio where his wife was officiating, shouting: “What’s up Brooklyn?
For your information, here are the Boston Massacre,” he shouts, accompanied by a band and decked out in a bright orange “Dunkings” outfit.
His friends, including former American football star Tom Brady, then begin to sing, under the distressed eye of his best friend Matt Damon, who sighs: "Sometimes it's really hard to be your friend."
The song, deliberately ridiculous, praises the brand of donuts, and makes J.Lo, joined by the rapper Fat Joe, despair.
Also read: Taylor Swift, Blake Lively and M Pokora... Photos of the stars in the stands of the Super Bowl
Huge success
This audience of stars, if it is neither surprising nor rare, still greatly pleased the public.
In addition to having celebrities known and loved by the majority, advertising plays on an unusual chord: irony, at the origin of its success.
“Dunkin was probably the best ad I've seen so far,” wrote one woman on X, while another maintained that “Dunkin is already in the running for the best ad award.”
“Matt Damon, Tom Brady and Ben Affleck embarrassed all of Boston,” laughs one Internet user, while another laughs at the actors’ outfit: “Lool, those Dunkin clothes were atrocious.”
A phenomenal audience, a critical success: Dunkin Donuts was successful across the board.
Also read: R&B singer Usher ignites the audience during the Super Bowl halftime show