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Key Takeaways:
- Jason Alexander returns for Mike’s Amazing’s new summer campaign, starring in multiple comedic roles.
- Havas New York delivers two character-driven spots that center around mayonnaise and mustard, elevating everyday condiments with comedy.
- The campaign kicks off across TV and digital, aiming to build deeper consumer connections.
Jason Alexander is seeing triple in Mike’s Amazing’s newest campaign, and he only has himself to blame.
Just in time for grilling season, the Chefler Foods condiment brand has reunited with the “Seinfeld” star for a wild continuation of its “When It’s On, It’s On” platform.
Developed by creative agency Havas New York, the campaign launches with “Group Therapy,” a 30-second TV spot where Alexander leads an anger management session filled entirely with… himself.
Alexander has donned many hats before for Mike's Amazing. Last year, he also starred in the brand's award-winning efforts.
This time around, each character experiences a meltdown over the same thing: Mike’s Amazing Mayonnaise.
"I love this campaign and the collaboration of creating these characters and these spots," Alexander said.
"Mikes truly is amazing! And I hope everyone enjoys these great condiments and our ads — even if it means enduring me in a blonde wig, press-on nails and a crop top."
Alexander leans into absurdity that's highly entertaining, with both spots aiming to bring the brand’s vibrant personality to life through comedy and chaos.
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A follow-up spot is set to air in June.
This time, Alexander will take on a family reunion BBQ as every dysfunctional relative, showcasing Mike’s Amazing Mustard.
“At Mike’s Amazing, we’re driven by quality and creativity,” CEO Michael Leffler said in a press release.
“This campaign celebrates what makes Mike’s... Mike’s — bold, unique, and fun. Jason brings that energy to life.”
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Nowadays, it's important for brands to find the right celebrity or influencer to team up with.
Mike’s Amazing proves this sentiment, reinforcing its brand voice by making a laugh-out-loud campaign together with the comedy king.
The brand uses character-driven storytelling that feels more like sketches than ads, deepening audience engagement without a hard sell.
From Therapy Chairs to Backyard BBQs
"Group Therapy" kicks off the run, stacking six different versions of Alexander in one room.
Each of them is hilariously derailed by a shared obsession with the same sandwich topping, conveniently handed by the elderly group therapist.
With the mayonnaise sparking a heated discussion, the spot ends with the therapist concluding their session, with "lots to unpack" in their next session.
The campaign plays out across broadcast, digital, social, and connected TV, targeting audiences where they’ll be thinking most about cookouts and condiments.
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The spots serve as a follow-up to Mike’s Amazing's diner-centric series last year that highlighted:
- Comedy-driven storytelling
- A clear sense of brand identity
- Alexander’s full commitment to the bit
Even if it means blonde wigs and meltdown monologues.
“From the very beginning, Mike’s Amazing challenged us to push the boundaries of food advertising,” Josh Schildkraut, executive creative director at Havas shared.
“This work reflects a brand that’s not afraid to be bold, weird, and wildly lovable — all at once.”
And while the visuals are silly, the strategy is serious: build long-term love for a condiment brand.
In other brand-celebrity campaign news, NBA star Giannis Antetokounmpo brought his baby with him to the courts as they star in a new Huggies spot.
Looking to amplify your brand with star power? Explore top-rated influencer agencies below:
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