There’s no more natural collaboration than Ice Spice and her beloved Dunkin’, with the rap star’s legion of fans—self-anointed as “munchkins”—being the no-brainer springboard for a donut-centric promotion.
Everybody sees the connection—except Ben Affleck.
The actor-filmmaker, who has just snagged the title upgrade to “brand ambassador” at the retailer, is gamely trying to brainstorm a new traffic driver, something that will appeal to “the kids,” as he says during a just-dropped ad.
Ice Spice suggests a quirky combo of beverage and pastry. Affleck, hoping to impress the company brass, instead thinks “Vanilla Ice Spice” is the moonshot.
The back and forth between the two—rapid-fire yet deadpan and totally meta—is captured in a commercial that launched during the live MTV Video Music Awards telecast last night. The spot introduces a limited-time Ice Spice Munchkins Drink that goes on sale today.
Both the musical artist and the brand teased the alliance via social media over the past few days, stoking interest in the liquid concoction with a seasonal twist. “America runs on Munchkins,” Ice Spice tweeted, a nod to the brand’s popular tagline, her first viral hit “Munch (Feelin’ U),” and her followers who crowdsourced their collective moniker based on the song title.
“I’ve always been a Dunkin’ girl!” Ice Spice, recently named as an Adweek Creative 100 honoree, said in a statement. “The drink has a fun twist, a little something in the name for my fans, too.”
Dunkin’ posted its own sneak peek on Instagram, with a photo of a Munchkin wearing an Ice Spice “Princess” necklace, with the caption, “Putting the ice in pumpkin spice.”
