The Super Bowl throne is up for grabs as several big brands dip out and others sub in. This year, Subway has no plans to run any ads during the big event, despite being in its first season as an NFL sponsor. Here’s how Jimmy John’s is using the opportunity to show consumers who the real sandwich royalty are.
While the general public will get to see a 30-second spot, Jimmy John’s will treat viewers in key Jimmy John’s areas (Chicago, Detroit, Minneapolis, and more) to a 60-second commercial. The commercial stars Brad Garrett as “The King of Cold Cuts“, lamenting Jimmy John’s rise in the sandwich business, and ultimately declaring a “sandwich war”.
Attaching what will most likely be a long-term character to its brand could be a smooth move for Jimmy John’s, which slipped from Gifted to Average class in Gartner’s Digital IQ Index: Restaraunts, as it may add a new layer of memorability for consumers who are currently oversaturated with ads given the amount of time spent in front of the screen lately. The ad also acts as a subtle sign to competitors that Jimmy John’s means business. Finally, given the storyline of the ad, it could also serve as a playful prophecy of Jimmy John’s future as Subway continues to find itself in scandals galore.