Jason Alexander plays eight classic diner characters in ads for Mike’s Amazing condiments

This week’s hat tip for getting the most out of a celebrity endorser go to Havas New York and Mike’s Amazing, the condiment brand, which has Jason Alexander play eight characters in a charmingly offbeat second round of “When It’s On, It’s On” spots.

Two new spots take place in a diner, where the former “Seinfeld” star gets to play everyone from a teenage girl, to a line order cook, to a woman on a date who’s beau (Alexander playing himself) engages in some condiment-themed PDA.

The dialogue is snappy, and the characters feel authentic. The spots were directed by Matt Aselton through production company Arts & Sciences.

“I loved that Mike’s Amazing came up with the idea of me portraying all the extraordinary types of people that inhabited my neighborhood diner growing up,” Alexander said in a statement. “It was a day of nostalgia for me, nibbling some pretty great sandwiches with a bunch of wonderful creatives and crew. Congrats to everybody for pulling it off.”

“The Northeast diner is an iconic establishment, filled with unwritten rules and opinionated customers,” said Dan Lucey, co-CEO and chief creative officer of Havas New York. “Their love for their food isn’t about status or class; it’s simply about being the best—a passion that radiates through the entire Mike’s Amazing brand.”

The campaign is running on broadcast, connected TV and other digital channels.

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