A Perfect Pairing: DeVito & Jersey Mike’s
In September 2022, Jersey Mike’s launched its first-ever celebrity-led ad campaign, “It’s a Jersey Mike’s Thing,” starring Danny DeVito—a New Jersey native who grew up just miles from the original location in Neptune Township. The collaboration with Chicago-based agency Highdive was designed to highlight authenticity, hometown pride, and the brand’s dedication to quality ingredients .
Emotional Sub Reactions
In the “Emotions” spot, DeVito humorously overreacts to freshly prepared subs—expressing excitement, impatience, even “baby‑like wonder”.
Bacon Sniffing Horn
“Wakey Wakey” shows him waking up inside a Jersey Mike’s extractor fan, greeting staff amid sizzling bacon, tomatoes, and lettuce—then using a “bacon-sniffin’ horn” to inhale the flavors.
Dinner & a Show
In “Right in Front of You”, he dons a tux, seats himself next to the grill, and watches the sandwich-making process like a performance—until his order is ready .
Arm of the Slicer
Another spot emphasizes the strength needed to slice meats on demand, with DeVito coaching staff through a humorous training montage, set to the tune reminiscent of “Eye of the Tiger” .
Why It Resonates
Hometown Credibility
DeVito isn’t just a celebrity face—he is authentic Jersey, with his production company even named “Jersey Films.” That local connection brings sincerity and trust.
Product-First Humor
Highdive’s strategy: blend quirky humor with vivid visuals and sounds—like sizzling bacon and fresh chopping—without overshadowing the subs themselves. These spots rank in the top 5% for sales potential and top 10% for long-term brand equity.
Public & Critical Reactions
Positive Metrics
Marketing analysis shows strong impact: 30% higher intent to purchase, and 40% of viewers recognized the brand instantly. Sentiment analysis praised the emotional engagement fueled by fresh-food visuals and DeVito’s humor.
Mixed Audience Feedback
Some viewers found DeVito’s approach unsettling or gross:
“The anticipatory chewing part irritates me.”
“When devito talks it sounds to me like he’s spitting everywhere.”
Still, others defended him:
“It’s one of the best ads I’ve seen in a while…makes me want to run out and get this sub.”
Brand Evolution
Jersey Mike’s is capitalizing on this campaign by experimenting with formats—30s TV ads, 15s clips, social trends, and even teasers for a Super Bowl spot featuring DeVito. They’ve also tied into pop culture, featuring him in a cross-promotion with the movie “Migration” .
Final Take
The Danny DeVito Jersey Mike’s campaign succeeds by:
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Leveraging hometown authenticity
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Focusing on product quality with sensory-rich storytelling
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Pairing humor with relatable emotion
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Using multi-channel formats for maximum reach
While some opinions are polarizing, the campaign has undeniably boosted brand recognition, sales, and consumer connection—true to its tagline: “A Sub Above.”
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