Ben Stiller brings catty humour to cult New York deli

Katz's Deli and Ben Stiller capture the spirit of New York in an offbeat ad that feels more like a scene ripped from a movie.

While you can almost taste the marketing tick boxes in ‘Stiller's Soda | Katz's Deli’ culture, low-key brand credibility, local) it doesn’t feel written by committee.

The skit is timed to celebrate the arrival of Stiller's Shirley Temple, the first new soda added to Katz's menu in decades, we're informed.

Director and creator Nicolas Heller (New York Nico), who produced the absurd three-minute film, hangs the entire premise on a misunderstanding in which Ben Stiller believes he's appearing in a project related to the musical Cats.

As a result, Stiller arrives at the Lower East Side deli dressed as Munkustrap, complete with Broadway-quality costume and one of the original wigs sourced through costume designer Sarah Edwards.

The rest of the film unfolds as Stiller stubbornly remains in character while attempting to discuss soda.

On paper, it’s fairly ridiculous, but the gravitas it gives an otherwise overlooked dining spot, and the authentic nuances of New York life, allow the action to land without the need for clumsy punchlines.

What is Katz’s?

Katz's has operated since 1888 and remains one of New York's most famous institutions. The collaboration with Stiller came about organically through director Heller, who’s known for capturing authentic NYC local culture.

Stiller, a long-time admirer of Katz's and classic New York establishments, partnered with the iconic deli to launch Stiller's Soda, introducing his custom Shirley Temple flavour to their beverage line-up.

The campaign sits somewhere between a deadpan comedy and New York celebrity folklore, and functions as a sequel to Nicolas Heller's Emmy-winning Katz's campaign, ‘Twins’.

Credits

Brand: Stiller's Soda
Partner: Katz's Delicatessen
Director: Nicolas Heller (New York Nico)
Production Company: m ss ng p eces
Costume Designer: Sarah Edwards