First, there were the Chicken wars. Now, Jimmy John’s finds itself in the middle of a sandwich war during the company’s first-ever Super Bowl commercial.
The new spot from the Champaign, IL-based company features “Everybody Loves Raymond” star Brad Garrett as Tony Bolognavich, the “King of Cold Cuts.”
Bolognavich runs a lean, mean and quite questionable mob-like sandwich shop, but starts staking out Jimmy John’s, which he calls Jimmy’s Johns, to make sure he stays on the thrown. However, it’s hard for Bolognavich to stay on top when he conducts some shady sandwich business.
Several scenes show him selecting “edible meat” from the back of a truck and science experiment meat for his sandwich shop.
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His loyal right-hand man and wife even turn on him and enjoy a Jimmy John’s sandwich behind his back.
“Oh look, I’m Jimmy’s John, and I have reasonably priced sandwiches,” Bolognavich says as he throws bits of the sub at his right-hand man. “They’re all customizable and convenient for your busy, modern life.”
The commercial escalates from a “King of Cold Cuts” mob boss with a huge house, lots of cars, a sandwich shaped pool at the top of his game to him starting a sandwich war with Jimmy John’s.
“You think I’m going to let some two-first name sandwich joint steal my throne?” Bolognavich asks as he sets a Jimmy John’s “The Sandwich of Sandwiches” billboard on fire. “No way, Jose.”
The billboard then comes crashing down, onto his own car.
Watch the almost 2-minute effort from LA-based Anomaly.
Tell us what you think in the comments section.
Client: Jimmy John’s
“Sandwich of Sandwiches”
Production Company: WoodShop
Director: Peter Cote
Director of Photography: Tom Lazarevich
Executive Producer: Sam Swisher
Producer: Ursula Camack