Jimmy John’s first-ever Super Bowl commercial stars Brad Garrett as Tony Bolognavich, a “Sopranos”-like figure who is quickly losing his “King of Cold Cuts” title to Jimmy John’s.
At first, Bolognavich speaks about his sandwich success from his palatial home: “As you can see, the sandwich business has been good to me,” before cutting to a montage of him next to his many cars, sitting in his hot tub and rolling around in bed while being showered with money.
But in reality, his sandwiches are subpar, and the arrival of the superior Jimmy John’s, or “Jimmy’s John’s,” as Bolognavich calls it, has caused him some trouble.
Slowly, his supporters, from his tomato supplier to his wife, begin defecting to the enemy's side. The spot ends with an official declaration of war by Bolognavich — “sandwich war,” that is.
The premise of Garrett starring as “The King of Cold Cuts” was one that Anomaly presented to Jimmy John’s when it was pitching for the creative account. The MDC Partners shop won the sandwich shop's business in November 2020. Anomaly LA brought in Craig Gillespie to direct the initial work and shot the campaign in Los Angeles in early January.
Brand: Jimmy John’s
Agency: Anomaly LA
Quarter Aired: Q2
Super Bowl: LV