Ben Affleck returned this year to star in a new Dunkin’ Donuts commercial airing during the Super Bowl, blending the excitement of the event with the established appeal of the actor’s past collaborations with the brand. The 60-second spot reimagines Affleck’s acclaimed film Good Will Hunting as a ’90s sitcom, featuring well-known TV stars from that decade, including Jason Alexander, Jennifer Aniston, Matt LeBlanc, Ted Danson, Jasmine Guy, Jaleel White, and Alfonso Ribeiro. While the advertisement tapped into viewers’ fondness for nostalgia, its overly polished and artificial presentation left many feeling uneasy about the final product.
The commercial’s visual style stood out due to its almost expressionless faces and airbrushed look, which clashed with the warm, familiar setting of a classic sitcom format. Instead of evoking a comforting sense of the past, the slick finish created an uncanny valley effect. This choice highlights a larger Super Bowl advertising trend where human elements are shown through increasingly automated and digitally enhanced techniques.
Nostalgia’s Uneasy Mask and Viewer Reactions to the Dunkin’ Spot
Dunkin’ Donuts deliberately called on ’90s nostalgia, bringing back beloved actors and referencing iconic lines such as Affleck’s use of the well-known Friends phrase, “We were on a break,” directed toward Jennifer Aniston’s character. These moments were crafted to stir emotional connections with audiences familiar with the era’s television culture. However, despite the nostalgic intent, the execution fell short for many viewers due to the visibly altered appearances of the cast.
“Whoever did that Dunkin’ Donuts commercial, needs to go back to the drawing board because the AI was so noticeable,”
wrote a frustrated viewer on social media, reflecting a widespread discomfort with the effect.
Fans were quick to notice the blurry and unnatural facial effects, speculating whether AI technology, de-aging software, or other digital tools were responsible. While the nostalgic references earned some praise, the overall reception was marked by disappointment, preventing the ad from becoming a clear success during a crucial advertising moment.
This approach wasn’t unique to Dunkin’. Xfinity’s Super Bowl commercial revived Jurassic Park stars Jeff Goldblum and Laura Dern for a nostalgic throwback, with the actors depicted facing familiar technological snafus only to be “rescued” by an IT technician. Despite the engaging story, the use of similar airbrushing and de-aging effects gave the actors an artificial appearance that unsettled viewers.
Even commercials without a retro theme exhibited this trend. Amazon’s ad featuring Chris Hemsworth and Matthew Broderick’s spot promoting Genspark both revealed a slickness and filtered quality that felt unnatural. These ads marketed AI-driven products, namely Alexa+ and an AI office assistant, but their polished surfaces contributed to a sense of superficiality. Still, the uncanny effect wasn’t as jarring as the Dunkin’ spot because those ads lacked a deliberate vintage style aiming for warmth and nostalgia.
Meanwhile, numerous other brands such as Pringles and Pepsi also released their Big Game commercials, maintaining a diverse advertising landscape during the Super Bowl.
Some Super Bowl Commercials Emphasize Human Connection Over Automation
In contrast to the artificiality seen in the Dunkin’ and Xfinity ads, several other Super Bowl spots focused on celebrating human experiences alongside technology. OpenAI’s commercial portrayed real people engaging in everyday activities like reading, drawing, and designing, emphasizing the partnership between humans and technology rather than replacing one with the other.
“The core message is that people are actually the hero,”
said Kate Rouch, chief marketing officer of OpenAI.
“This is a technology that extends what’s possible for people.”
Similarly, Google’s advertisement showcased a mother and her son using a new product, the Nano Banana Pro, to imagine a new life together, blending technology with heartfelt family moments. These campaigns acknowledged the role of human creativity and emotion in developing and applying AI, providing a refreshing change for audiences increasingly wary of over-automated media experiences.
Audience Responses Reflect Growing Unease With AI’s Role in Media
The Super Bowl reinforced that viewers have become accustomed to accepting high-profile commercials without scrutinizing the production methods behind them. Instead, the focus remains on star power, humor, nostalgic references, and visual spectacle. AI tools are often invisibly woven into the creation process, treated as subtle enhancements rather than headline features.
For this reason, the Dunkin’ commercial, which explicitly tried to evoke a ’90s sitcom feeling, sparked unease by making the present-day digital intervention highly visible. This created a subtle dissonance, as it invited viewers to compare the polished effect with memories of a more genuine past, highlighting how technology can alienate even while it connects.
As advertisers continue to integrate AI and digital effects into major campaigns, balancing authenticity with technological innovation will likely remain a key challenge. The reactions sparked by Ben Affleck’s Dunkin’ Super Bowl ad may foreshadow a need for more thoughtful approaches that preserve human warmth amid digital polish.
Whoever did that Dunkin Donuts commercial, needs to go back to the drawing board because the AI was so noticeable. Lol
— 🌻Shaquille Sunflower🌻 (@HelloAryk) February 9, 2026
