The ad break in February’s Super Bowl LVIII featured something of a work of genius from Dunkin’ Donuts – and Overmatter is delighted to point out that the power of print was central to its impact. 

Ben Affleck ropes in his friends, including Matt Damon and legendary quarterback Tom Brady to form a band, the ‘DunKings’, who turn up to surprise Jennifer Lopez while she’s working on her new album at a recording studio.

The DunKings’ gaudy getup includes bright orange baggy branded track suits, which also feature elements printed in gold foil.

Amid various references to Good Will Hunting, Affleck then performs his moves in front of a DunKings banner, while pop-up graphics also feature in the mad branding mash-up. 

Dunkin’ Donuts used the ad to launch its new DunKings iced coffee. 

In even better news for whoever produces the coffee and donut chain’s merch, the gaudy tracksuits also went on sale afterwards… and immediately sold out. Reprint required! Sadly there is no sign of this mega merch being available via Dunkin’ Donuts in the UK. Yet.