New York Nico shot a spot for Katz’s Deli in exchange for getting married there

Here’s a nice barter arrangement.

Nicolas Heller, better known as New York City chronicler New York Nico, directed the first-ever commercial for Katz’s Delicatessen—in exchange for being able to use the renowned Lower East Side eatery, at a generously discounted rate, as the venue for his wedding.

Katz’s—a New York institution still perhaps best known as the setting for the “I’ll have what she's having” scene from “When Harry Met Sally”—gave Heller complete creative control. The only requirement was promoting Katz’s nationwide shipping. Heller concepted, wrote, directed and stars in the ad. He even financed it on his own, shooting with friends on a single day.

The main character in the spot is played by Dave Roffe, who is also a social-media star—he’s one of the faces of the Old Jewish Men of New York Instagram. Roffe actually does have a twin brother in Florida, though for the purposes of the ad, Dave played both parts—shooting the beach scenes out in Rockaway.

“There have been very few opportunities where I’ve been given complete creative control, and it’s such a blast,” said Heller.

Joe Bressler, director of photography on the project, documented the whole process for a behind-the-scenes titled “I Saved New York Nico’s Wedding By Filming a Commercial At Katz’s.”

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