In this film, we introduce the world to mob-affiliated Sandwich CEO Tony Bolonavich AKA “The King of Cold Cuts.” We chronicle how Tony earned his fortune - duping consumers by selling shoddy sandwiches with low-quality ingredients. Then we cut to modern day, where we learn Bolognavich has become obsessed with his upstart rival Jimmy John’s, who he believes is cutting in on his sandwich empire. The spot concludes with Tony declaring “sandwich war,” setting the stage for a campaign where he attempts (and fails) to sabotage Jimmy John’s and their tasty sandwiches over and over again.

This campaign is Jimmy John’s first foray into the national sandwich landscape.

In the US, massive chains like Subway, Quizno’s and Firehouse have dominated the sandwich category for quite some time. Many of those restaurants have come under scrutiny in the news media recently for using low-quality ingredients and “fake” bread.

In this film the director introduces the world to a mob-affiliated sandwich CEO called Tony Bolonavich, known affectionately as “The King of Cold Cuts.” Chronicling Tony’s fall from grace, as he ever more maniacally employs shadier and shadier tactics to preserve his empire from the upstart sandwich competition, The ambition was for this to be a longform in order to establish Tony as a recurring and substantive character. It required the skill of the director and his team alongside the incredible talents of actor, Brad Garrett in the title role, to craft deftly, so that no opportunity was missed. The ‘what ifs’ that typically end up never happening amidst a busy schedule, were seized upon by the director and many of them end up in the film you see today - without them this would not have the energy and humour all of that extra effort brings the final film