In the ad, Affleck mans the drive-through booth at a Dunkin’ Donuts in Medford, Massachusetts, and shocks customers. Lopez comes through the drive-through and asks him what he’s doing. “You’re embarrassing me in front of my friends,” he says. “Grab me a glazed,” she demands.
Affleck has a long association with the brand, and is often spotted carrying Dunkin’ Donuts drinks in paparazzi photos. He directed the ad, too.
Experts say that marketers are using celebrities, light humour and lots of cute animals to help get their messages across. Last year, marketers tried to bring fun back to the game after two years of Covid, said Kim Whitler, a professor at the Darden School of Business. This year is the same. “Lots of humour and commercials that make you smile (if not laugh),” she said.
One of her favourites: The Bud Light ad featuring Miles Teller and his wife Keleigh and dog Bugsy, who all dance to hold music.
“I dare you to watch the commercial and not smile,” she said.
Many ads were celebrity heavy: Melissa McCarthy sings a jingle for Booking.com, and Adam Driver makes multiples of himself for Squarespace. Pepsi Zero Sugar hired Ben Stiller and Steve Martin.
Alicia Silverstone appears as her Clueless character in an ad for Rakuten.
Avocados From Mexico enlists Anna Faris for one of the few slightly risque ads this year that envisions a present where everyone is naked — including the Statue of Liberty.
Tennis star Serena Williams stars in two ads: one for Michelob Ultra and one for Remy Martin.
Those not using celebrities opted for humour. Ram poked fun at erectile dysfunction ads by having couples talk about “premature electrification.” Kia showed a dad on an epic quest to pick up his child’s forgotten “binky.” And E(asterisk)Trade brought back its famous talking babies: this time, as they attend a wedding.
