Jersey Shore icons: Danny DeVito takes starring role pitching Jersey Mike's subs

WALL - Jersey Mike's Subs has tapped another Jersey Shore great, veteran actor Danny DeVito, in its new national ad campaign, the sub chain's first using a celebrity pitchman.

"Growing up in Asbury Park and Jersey Mike's starting in Point Pleasant, 10 miles apart, we thought he would be a great spokesperson for the brand," said Rich Hope, chief marketing officer of the Wall-based Jersey Mike's Franchise Systems. "He is one of the few celebrities I think that has fans from 12 to 90. My 18-year-old absolutely loves him."

The ads, the work of Jersey Mike's new creative partnership with Chicago-based Highdive Advertising, are part of a campaign titled "It's A Jersey Mike's Thing" that highlights the sub chain's point of difference — its fresh-sliced and fresh-grilled sub sandwiches.

One ad titled "Emotions" features an excited DeVito describing the "rush of emotions" while a sub is prepared. ("....Baby-like wonder. ... Happy claps.") Shot at a restaurant in Los Angeles, the campaign features Jersey Mike's workers behind the counter.

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"Our message is fairly simple," Hope said. "We prepare and make our sandwiches, slice and make our sandwiches, right in front of people."

The campaign was launched for the beginning of the 2022-'23 college football season with multiple 15- and 30-second spots as well as social video and audio clips. They will be shown on television as well as digital, website and social media.

The campaign will continue into 2023.

Bringing on DeVito was the idea of Highdive, a firm with Super Bowl ad credits that include Lays with Seth Rogen and Paul Rudd and Rocket Homes and Rocket Mortgage featuring Anna Kendrick and Barbie, the winner of USA TODAY's Ad Meter in 2022.

"Being from Jersey and growing up with Jersey Mike's, I had an instant personal connection with the team, product, and story behind it all," said Mark Gross, Highdive's co-founder and chief creative officer, in a statement. "With this first campaign, we've really been able to bring to life the authenticity that makes Jersey Mike's special;. The chance to work with a legend like Danny DeVito makes it all that much better."

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DeVito, 77, has been acting for over 50 years. He gained national fame playing the domineering dispatcher Louie DePalma in the television comedy "Taxi" from 1978 to 1983. He has played a wide variety of movie and TV roles since then, gaining a new generation of fans with his portrayal of the character Frank Reynolds in the sitcom "It's Always Sunny in Philadelphia."

David P. Willis: dwillis@gannettnj.com

This article originally appeared on Asbury Park Press: NJ actor Danny DeVito stars in Jersey Mike's subs ad campaign