In a remarkable television event that delighted fans of classic American sitcoms, beloved Friends stars Jennifer Aniston and Matt LeBlanc have reunited for a multi-faceted crossover advertisement that premiered during the 2026 Super Bowl broadcast.
A Nostalgic Gathering of Sitcom Icons
The Dunkin' Donuts commercial brought together household names from several iconic 1990s television shows, creating what many viewers described as an Avengers-style reunion of sitcom legends. Alongside Aniston and LeBlanc, the advertisement featured Jason Alexander from Seinfeld, Alfonso Ribeiro from The Fresh Prince of Bel-Air, and Ted Danson from Cheers.
The Creative Concept Behind the Advertisement
Entitled Good Will Dunkin: The Pilot, the commercial presented itself as a fictional sitcom pilot that supposedly preceded the Oscar-winning film Good Will Hunting. The advertisement opened with a grainy VHS-style message declaring: 'Before the movie, a much better version of Good Will Hunting was made as a sitcom with a real genius in the lead and some other actors.'
Ben Affleck, returning to the doughnut chain for his fourth consecutive Super Bowl advertisement, took centre stage wearing a blonde wig to parody Matt Damon's character from the acclaimed film. The commercial was described by creators as a 'heavily Dunkin' branded Boston sitcom' that transported viewers back to the golden era of television comedy.
De-Ageing Technology and Character References
One of the most discussed aspects of the advertisement was the extensive use of de-ageing technology to make the actors appear noticeably younger, reminiscent of their original sitcom appearances. Jason Alexander, best known for his role as George Costanza in Seinfeld, revealed details about the process in a recent interview with Esquire magazine.
'It was pitched [to me] exactly like what you see, as if Good Will Hunting had started as a bad pilot,' Alexander explained. 'It is the found pilot, and we're gonna de-age you. That was the pitch.'
The actor described the technical process as less complex than viewers might assume, involving a combination of hairpieces, makeup, and subtle CGI adjustments during post-production. 'They added hair pieces that resemble, I'll laughably say, my hairline in the '90s,' Alexander noted. 'It was close [enough], and I figured they'll nail it when they CGI it. That was never my hair. But I look younger. God bless them, they got me back to my thirties.'
Specific Sitcom References and Interactions
The advertisement was packed with nostalgic references that delighted fans of the original shows. In one memorable scene, Matt LeBlanc appeared wearing a windbreaker and brown wig to resemble Affleck's character, greeted by canned laughter in a doughnut shop setting.
When Affleck's character attempted to chat up Jasmine Guy from The Cosby Show, he delivered Joey Tribbiani's iconic catchphrase from Friends: 'How you doin'?' LeBlanc's character immediately approved with the response: 'Good move.'
In another direct Friends reference, when Affleck was reminded that he had a girlfriend, Jennifer Aniston appeared at the shop window wearing denim dungarees and dragging Tom Brady (wearing a questionable hairpiece) behind her. Affleck retorted with Ross Geller's famous line: 'We're on a break! I don't need her, I've got everything I need right here at Dunkin.'
Mixed Reactions from Viewers and Critics
The advertisement generated significant discussion on social media platforms following its Super Bowl debut. Some viewers praised the nostalgic brilliance of bringing together so many iconic sitcom stars in one commercial.
Jairo Jiménez tweeted enthusiastically: 'The best part of the Super Bowl is the Dunkin' Donuts commercial. It's nostalgically brilliant. Pure delight.'
However, not all reactions were positive. Some viewers expressed discomfort with the de-ageing technology, with one describing it as 'the most off-putting and uncanny commercial I've ever seen' while another called it 'the worst part of the Super Bowl.' Several critics compared the visual effects to what they termed 'AI slop,' suggesting the technology created an unsettling, unnatural appearance.
The Collaborative Atmosphere on Set
Jason Alexander reflected on the comfortable atmosphere during filming, noting the shared history among the actors from the hit sitcom era created an 'assumed collegiate feeling' on set. This camaraderie between performers who had defined television comedy in the 1990s contributed to what many viewers recognised as genuine chemistry in the finished advertisement.
The commercial represents a significant moment in advertising history, blending nostalgia, celebrity power, and advanced visual effects technology to create what Dunkin' Donuts clearly hoped would be a memorable Super Bowl moment. Whether viewers found the result delightfully nostalgic or uncomfortably uncanny, the advertisement certainly succeeded in generating widespread conversation about the enduring appeal of 1990s sitcom culture and the evolving capabilities of de-ageing technology in entertainment media.
