Katz's Delicatessen, an iconic institution in New York's Lower East Side, has just launched the first ad campaign in the brand's 136-year history.
The spot was conceptualized after social media figure Nicolas Heller a.k.a. New York Nico struck a deal to create a commercial in exchange for the opportunity to have his wedding at the beloved deli.
Working with creative agency M ss ng P eces, the self-proclaimed "unofficial talent scout of New York City" was given full creative control over the spot, with the only prompt being to promote the brand's nationwide shipping.
Heller then co-wrote, directed, and starred in the ad, going so far as to finance it himself. With the help of a few friends and colleagues, New York Nico and his crew shot the film in just one day.
In a statement, the creator shared how much he enjoyed the process behind the filming:
"There have been very few opportunities where I've been given complete creative control, and it’s such a blast. It's been amazing to see how well received they've all been, and this one is no exception."
Director of Photography Joe Bressler also documented the shoot, sharing an 8-minute long behind-the-scenes video aptly titled "I Saved New York Nico's Wedding By Filming a Commercial At Katz's."
Katz's Delicatessen trusted a popular local creator and agency from New York to craft its first-ever campaign, which resulted in an authentic portrayal of the brand's cultural identity.
This also underscores the importance of brand voice in helping a business showcase its unique qualities.
Only in New York
A quirky 80-second spot stars Dave, the face of @OldJewishMen on Instagram.
It begins with an establishing shot of Katz's iconic storefront, where Dave calls up his real-life twin brother Dan.
Answering the phone on a beach in Florida, Dan (actually played by Dave) tells his brother about how much he misses Katz's Pastrami on Rye.
However, he doesn't appreciate receiving them in a soggy envelope in the mail.
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The twins continue their long-winded conversation with a lot of hilarious bickering before a man at the counter points out that the New York deli ships nationwide and to Canada for free on all orders over $100.
24 hours later, a big box is delivered to Dan's beach chair. He opens it to find that it's chock-full of authentic Katz's Delicatessen treats.
The commercial aptly ends with Dan taking a mouthwatering bite out of his Pastrami on Rye sandwich.
Speaking of sandwiches, back in September, Firehouse Subs announced the return of the chain's iconic line of hot sauces with an ad campaign.
