Subway is bringing nostalgia and excitement to fans with a creative new partnership alongside Netflix and dentsu to celebrate the return of the iconic golf comedy Happy Gilmore. The collaboration honors the much-anticipated release of Happy Gilmore 2, launching a unique campaign that combines limited-edition meals, exclusive merchandise, and an immersive digital fan experience.
In 1996, Happy Gilmore became a pop culture phenomenon, and Subway cemented its place in movie history with a legendary commercial featuring Happy Gilmore after he was suspended from the golf tour. Nearly 30 years later, Subway is teaming up with Netflix to celebrate the return of the beloved character, creating a cultural moment that goes beyond just a sequel—Happy Gilmore 2 is a full-circle celebration of one of the most cherished sports comedies of all time.
To mark this occasion, Subway, in collaboration with dentsu, is offering North American fans more of what they love: more of their favorite subs and more access to one of their favorite movies. The highlight of the campaign is the Happy Gilmore Meal, where customers can turn any meal into a special Happy Gilmore moment for just an additional dollar. The meal comes with exclusive packaging and playful references to the film, capturing the fun, nostalgia, and flavor at the heart of this campaign.
Central to the campaign is the partnership between Subway, dentsu, and Netflix, which involved strategic media partnerships, creative development, and the production of an energetic hero ad. The ad features Shooter McGavin’s (played by Christopher McDonald) less-than-happy response to "More Happy," alongside professional golfer Bryson DeChambeau. While McGavin wishes for less "Happy," Subway is all about giving customers more.
The campaign also features exclusive, limited-edition collectible cups designed by animation artist Mickey Duzyj, further enhancing the nostalgic connection with the film. Fans can enjoy these collectibles and additional digital experiences via SubwaysHappyPlace.com, a dedicated website where guests can play games, access exclusive content, and even win over $1 million in prizes, Subway cash, and "Big Ass Checks."
The collaboration also extends to paid media partnerships with platforms like Overtime, Pubity, YouTube Greenlight, and, of course, Netflix. These partnerships aim to enhance fan engagement and drive attention to the Happy Gilmore 2 premiere on July 25.
Cristina Wells, Senior Vice President of U.S. Marketing at Subway, expressed her excitement for the campaign: "Alongside a generation of fans, Subway can't wait to see our old friend Happy Gilmore recapture the magic that made him such an enduring cultural icon in Happy Gilmore 2. We're excited to partner with Netflix and give fans more of what makes them happy – more ways to enjoy their favorite subs and more ways to engage with a world that we cherish as much as they do."
Angela Johnson, global client president at dentsu, also commented on the initiative, saying, “It’s incredibly rewarding to see this initiative come to fruition after months of close collaboration. It’s a powerful example of how dentsu can bring a concept to life across every channel—uniting world-class talent in entertainment, media, creative, social, and loyalty to deliver truly seamless integration. We’re proud to partner with Subway in this cultural moment, with a carefully crafted campaign designed for the highly anticipated launch of Happy Gilmore 2.”
The campaign will be live across TV, digital media, social platforms, and in-store promotions in the U.S. and Canada starting July 10, leading up to the film's Netflix release on July 25. For fans, this is more than just a meal—it's an opportunity to experience the world of Happy Gilmore once again.
