Ben Affleck’s Dunkin’ film universe continues to expand.
On Tuesday night during the MTV Video Music Awards, the coffee and donuts chain debuted a new commercial directed and starred by Affleck and produced by the actor’s production label Artists Equity.
The new spot features Affleck and rap star Ice Spice inventing a new drink: the Ice Spice Munchkins Drink.
“How will people associate you with Dunkin’?” Affleck asks the music star. “Yeah, I’m a Dunkin’ girl,” she replies, suggesting the drink’s name as “Collaboration.”
The brainstorming session ends with Affleck attempting to rap: “Here I am, I’m at Dunkin’…you go,” he tells Ice Spice. The spot ends with an advertisement for the new drink, which launches Wednesday and is based on frozen coffee with pumpkin munchkins (donut holes).
The commercial is Affleck and Artists Equity’s third for Dunkin’ this year and begins with a Super Bowl commercial featuring Affleck and his wife Jennifer Lopez at a Dunkin’ drive-thru, followed by another commercial in April in which Seeing Affleck was confusing for Matt Damon. However, Dunkin’ says this new VMA commercial marks the start of a new campaign “after formalizing their partnership following the success of their Super Bowl work.”
“Big commercial,” says Affleck, speaking to the camera during the spot and hinting at the new Dunkin’ deal. “They made me a brand ambassador.”
“I’ve always been a Dunkin’ girl!” Ice Spice added in a statement. “Working with Dunkin’ and Ben Affleck on this spot was a dream. The drink has a fun twist, a little twist in the name, also for my fans. I can’t wait for everyone to try it.”
Affleck founded Artists Equity last year with Damon and Gerry Cardinale of RedBird Capital. The production company produces films (including its debut project, the film starring Damon and Affleck). Air), TV shows and commercials, with the Dunkin’ campaigns being among the first major projects.
Affleck is known as a personal fan of the New England-based coffee and donut chain, with locations throughout the actor’s home state of Massachusetts.
You can watch the commercial that premiered during the VMAs below.