Jimmy John’s

Football Translator

Agency: Anomaly


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. You can check out the full 60-second spot here.

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.

The campaign will run across paid social and Jimmy John’s owned channels starting today.

This professional campaign titled 'Football Translator' was published in United States in November, 2022. It was created for the brand: Jimmy John’s, by ad agency: Anomaly. This Integrated medium campaign is related to the Food and Sports industries and contains 1 media asset. It was submitted over 1 year ago.


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