In the original 1996 Happy Gilmore film, Adam Sandler’s title character learns to love the sub. In a memorable scene that begins inside a Subway restaurant and ends with Gilmore in a TV commercial teeing a sub into a fan’s mouth, the food brand was front and center.
So it is fitting that Subway is returning for Happy Gilmore 2, this time on Netflix. This time, however, it is Gilmore’s arch-nemesis Shooter McGavin (played with creative flair by Christopher McDonald) who is playing a starring role, in commercials, social videos and even cardboard cutouts, where he will be the face of Subway’s Happy Gilmore meal (with four collectible cups!).
“Subway was a big part of the first one, and so they stepped up and wanted to be in the second one as well,” says McDonald, speaking with The Hollywood Reporter earlier this week. “Luckily we had some great writers from the Happy Gilmore camp who gave me some really fun lines. We are basically celebrating one of the great franchises out there for fast food, and being a fan of it, it was a no-brainer for me.”
McDonald says he first learned about the sequel when attending the taping for Love You, Sandler’s 2024 comedy special for Netflix.
“I looked at him and went, are you kidding me? Are we finally going to make the sequel?” McDonald recalls, adding that he (inadvertently, he says) mentioned the sequel on Dan LeBatard’s radio show. “The buzz got out there, and it went kind of viral.”
The Subway campaign, including the branded Happy Gilmore meal and having Shooter as its new spokesperson is part of a larger brand partnership effort that Netflix has put behind the film, with U.S. Bank and golf gear brand Callaway also partnering with the streaming giant.
U.S. Bank is sponsoring the golf tour in the film, and will roll out ads on Netflix and broadcast TV, featuring sports and golf broadcasting legend Verne Lundquist and Happy Gilmore 2 announcer (and producer) Jack Giarraputo, as well as U.S. Bank’s brand ambassador, PGA Tour pro Collin Morikawa.
Callaway, meanwhile, will release limited edition gear based on the film and Gilmore, who uses the clubs on the links.
“Happy Gilmore is one of those rare films that lives on in culture because fans truly love it — it’s quotable, it’s chaotic, and it’s got heart,” says Magno Herran, vp, brand marketing and partnerships for Netflix. “When we thought about partners for Happy Gilmore 2, Subway, U.S. Bank and Callaway each brought something that naturally aligned with the story, the characters and the legacy of the original movie. We’re always intentional about ensuring that these collaborations don’t just show up, but they show up in a way that feels organic to the Happy universe and brings real value to fans.”
As Netflix pushed into advertising and sponsorships, brand integrations become all the more critical. In particular, brand partnerships that seem organic and authentic are the ones best received by consumers. The streaming giant clearly thinks Subway, U.S. Bank and Callaway fit the bill for the high-profile sequel.
