Jersey Mike’s Builds NFL Push with Eli Manning and Danny DeVito

Quick listen: How Jersey Mike’s turns celebrity rivalry into a marketing win — in under 2 minutes.

Eli Manning is stepping into the spotlight for Jersey Mike’s, and he’s not alone.

The sandwich chain has rolled out its newest NFL season campaign, pairing the Super Bowl-winning quarterback with longtime brand spokesperson Danny DeVeito in a comedic rivalry for attention.

The ads set the stage for a back-and-forth between the two stars, with DeVito accusing Manning of “stealing” his job.

"Eli’s charm and low-key wit combined with Danny’s big personality make for an unforgettable duo," said Jersey Mike’s Senior VP of Marketing Jeff Hemschoot.

"As a proud New Jersey resident and long-time Jersey Mike’s fan, Eli was a natural fit. He’s one of Jersey’s most iconic sports figures and we’re thrilled to have him on our team."

The partnership represents Jersey Mike’s biggest creative move since it became the Official Sub Sandwich Sponsor of the NFL earlier this year.

For the brand, it's a surefire way to grow its presence in the realm of sports and entertainment, using personalities that both sports fans and mainstream audiences adore.

“This campaign was the perfect way to kick off Jersey Mike’s new NFL partnership — with humor, star power, and a little friendly rivalry,” said Mark Gross, co-founder and co-chief creative officer at Highdive.

“We leaned into Danny’s longtime role with the brand and had fun imagining what happens when someone like Eli tries to steal a little of his spotlight."

A Rivalry Brought to Life

The first spot kicks off with Manning being hailed by Jersey Mike's board of directors as the brand's new spokesperson.

Out of nowhere, DeVito falls from the ceiling to stop the move, accusing Manning of stealing his job. 

"I don't want to steal anything," the star quarterback says, to which DeVito accuses him of lying and threatens to sue him with his lawyer. 

Suddenly, his lawyer falls from the ceiling and joins the action, too.

Two more ads will roll out in the fall, extending the storyline of the duo’s playful competition.

Beyond TV, the campaign will run across streaming, digital, and social media platforms.

Both Manning and DeVito are expected to share content on their personal channels, extending reach to fans directly.

For Jersey Mike’s, the timing of its latest initiative is critical.

The NFL season offers one of the largest cultural stages for advertisers, and the spots aim to capture attention while emphasizing the brand’s growing role in sports marketing.

Our Take: Can A Celebrity-Clash Catch Fan Attention?

Multi-celebrity campaigns are common within the realm of sports advertising.

We've seen it recently with State Farm, which tagged pop star Meghan Trainor and NFL star Patrick Mahomes to join the campaign as an unlikely duo. 

Jersey Mike's latest efforts follow suit. 

In pitting Manning against DeVito, the brand found a way to celebrate its NFL partnership without relying on predictable sports tropes.

Not only that, but both personalities bring different comedic styles that naturally clash.

I like that the campaign also reinforces the brand’s New Jersey roots, which is something that feels true rather than forced.

To round things up, I find the efforts make for a smart case study on how brands can use familiar faces to stay fresh in the space.

In other news, Minecraft’s efforts to build partnerships with stars like Ice Cube show how internet humor and pop culture can boost a brand's cultural relevance.