The Dunkin’ commercial starring Jeremy Strong, directed by Ben Affleck, became one of the most talked-about moments of Super Bowl Sunday, and for good reason. The ad, which featured Strong as a method actor dramatically dunking himself in a vat of coffee grounds, was both absurd and brilliant, leaving viewers in stitches. But what many people don’t know is that the idea behind the commercial was entirely Jeremy Strong’s brainchild. In an interview with Vanity Fair, Strong revealed that while Affleck initially approached him with a different concept—one that paid homage to his character Kendall Roy from Succession—Strong had other ideas. The original idea involved Strong wearing a tracksuit and performing a rap, reminiscent of Kendall’s infamous rap scene from the show. However, Strong admitted that he couldn’t bring himself to do it. “I read it and it had me in a tracksuit coming out at the very end and doing a rap—like Kendall’s rap—to the other coffee brands. I said, ‘I can’t do that,’” he confessed. Instead, Strong wanted to push the boundaries and create something that would stand out, something that would allow him to have fun and step away from the heavy, intense roles he’s known for.
The final concept of the commercial was heavily inspired by Martin Sheen’s iconic scene in Apocalypse Now, where his character emerges from the mud. Strong wanted to create a similarly dramatic and immersive experience, but with a comedic twist. He decided to dunk himself in a branded Dunkin’ drum filled with wet coffee grounds, fully committing to the bit. Despite the initial plan to use tea instead of coffee—because it felt more “highbrow”—Strong insisted on sticking with coffee, embracing the messiness and humor of the situation. “I just went overboard with the idea, and Ben was absolutely amazing and wonderful and receptive to all of it,” Strong recalled. The preparation process for the scene was meticulous, with the crew creating the coffee sludge in a way that Strong didn’t have to physically get into it. But, of course, Strong being the dedicated actor he is, decided to dive right in anyway. “God knows what the coffee sludge was made from,” he quipped. “They prepared it in a way that I didn’t have to get in it. But of course, I did anyway. It’s all really silly.” For Strong, the commercial was a much-needed lighthearted moment in a world that feels increasingly dark and heavy. He expressed his gratitude for the opportunity to step away from the intensity of his usual work and embrace a bit of levity.
In an interview with Variety, Strong opened up about why taking the commercial in a different direction was so important to him. He admitted that he wanted to distance himself from his Succession character and avoid “rehashing” what he had already accomplished on the show. “I want to put distance between myself and that show and achieve escape velocity,” he said. This desire to break free from the shadow of Kendall Roy is understandable, especially given the acclaim and attention the role has brought him. By taking on a completely different kind of project, Strong was able to showcase his versatility as an actor and prove that he’s capable of more than just playing the brooding, self-serious character audiences have come to associate him with.
The commercial also served as a direct response to the criticism Strong has faced for his method acting approach. His co-star Brian Cox, who plays Logan Roy on Succession, has been particularly vocal about his disapproval of Strong’s methods, calling them “fucking annoying” on more than one occasion. While Strong has never explicitly referred to himself as a method actor, he does take his work extremely seriously, often going to great lengths to immerse himself in his characters. This dedication has sometimes led to misunderstandings and criticism from others in the industry. However, Strong isn’t letting the negativity get to him. In fact, he’s using it as an opportunity to laugh at himself and the stereotypes surrounding his approach to acting. “I had no trouble taking the piss out of myself,” he said in response to the criticism. “I’ve been accused of being this incredibly self-serious, pretentious person. And I do take my work extremely seriously. If you give me a piece of material, I won’t let anything stand between me and what I think I need to do to serve it.”
Strong went on to explain that while he doesn’t identify as a method actor, he believes that imagination and commitment are key to bringing a character to life. This philosophy is evident in everything he does, from his intense preparation for roles to his willingness to take risks and embrace the unknown. The Dunkin’ commercial, with all its absurdity and humor, is a perfect example of this approach. By fully committing to the idea and allowing himself to look ridiculous, Strong was able to create something that not only entertained viewers but also made a statement about the nature of acting and the expectations placed on him as a performer.
In the end, the Dunkin’ commercial was more than just a funny ad—it was a moment of self-reflection and growth for Jeremy Strong. It showed the world that he’s not just a one-dimensional actor stuck in the shadow of his Succession character, but a multifaceted artist who is willing to take risks and laugh at himself. As the world continues to grapple with darkness and serious
