A fiery condiment brand with a Northeast attitude won’t be shy about the right way to eat a sandwich. 

We took the fight against food faux pas to a classic greasy spoon setting, with the most opinionated diner of all time: Jason Alexander, best known as Seinfeld’s George Costanza. While he offers up his unsolicited takes - because this brand refuses to be shy about boring food.

But not just one Jason Alexander: it's an entire diner full of them. A Jason manning the griddle, a Jason taking your order, another Jason chiming in from his booth across the room…

Because when it’s on, it’s really, really on. (So on that this was the brands FIRST Super Bowl spot.)