Dunkin’ aired a new ad, “Popstar,” during the 66th Annual Grammy Awards on Feb. 4. In the 60-second spot, brand ambassador Ben Affleck looks back at the reaction to his appearance at last year’s ceremony and considers a career as a pop star. Creative was developed with Artists Equity, the production company founded by Affleck and Matt Damon that has handled several recent Dunkin’ ads. 

The latest commercial follows Affleck in the aftermath of the 2023 Grammys, where his dour look inspired a round of “Sad Affleck” memes, opening on a news chyron reading “The Boredest Man in the World.” Affleck intimates that he was actually studying the music industry gathering and then decides to try his hand at pop stardom. He tries in vain to get his wife, Jennifer Lopez, to help with his musical endeavor before connecting with several industry professionals, including previous Dunkin’ partner Charli D’Amelio. He asks the TikTok star, “Who is TikTok?” and then dons a giant doughnut chain.

“They tell you you’re no good, you’re a goofy middle-age 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?” Affleck says in the ad. “Underestimate Boston at your peril. This is me now.”

The ad ends with a “to be continued” title card, stoking speculation that the effort will culminate with another spot at the Super Bowl on Sunday. 

“To be continued means to be continued and our lips are sealed — unless we’re drinking iced coffee,” a brand spokesperson said in a comment to Marketing Dive. 

Dunkin’ debuted its partnership with Affleck in one of last year’s best Super Bowl spots. The Hollywood heavyweight has returned to work with the chain several times since, including in a campaign alongside rapper Ice Spice that similarly played up his Boston bona fides and pop culture aloofness.