Anomaly x Jimmy John’s: Timely Soccer Campaign for Football Lovers Starring Super Bowl Champ Jimmy Johnson
By Egotist / /
The glory days of the 1980s and 1990s infomercial are never truly behind us – and beloved sandwich brand Jimmy John’s proves it in its latest campaign coinciding with one of the most popular sporting events on the planet from its creative agency of record, Anomaly.
While Europe counted down the minutes, the event might come in second for some Sunday Night Football lovers. To help translate for pig-skin loving viewers, Jimmy John’s unveils a limited-edition smart speaker that translates soccer terminology into football terminology—powered by none other than Super Bowl champ Jimmy Johnson.
A sports analyst and former football coach, Johnson led the Dallas Cowboys to consecutive Super Bowl victories between 1989 and 1993 and went on to coach the Miami Dolphins. Now, in six 10-second videos capturing the smart speaker, Johnson voices over key soccer terms, translating them into the lingua franca of American football for American viewers. For instance, in one video, he refers to a corner kick as “the Hail Mary of soccer.” Plus, Johnson creates plenty of interactive opportunities for Jimmy John’s fans to engage.
“You can’t be alive and in this game and not want to do something big at a time where the world’s eyes are glued to one sport. But everyone has done everything. And with mountains of money thrown at every celeb on the planet we know the only way Jimmy John’s could stand out was to be our stupid, sandwich loving selves,” said Josh Fell, Partner, Chief Creative Officer at Anomaly. “Our team landed an innovative, irreverent, and unexpected way to join the conversation – all in the name of sandwich by partnering with pigskin legend Jimmy Johnson to explain the game of international football, in American football terms. Also, Jimmy Johnson sounds like Jimmy Johns…. so yeah. Kind of had to do it.”
The campaign is running across paid social and Jimmy John’s owned channels.
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