Bill Belichick is ready for his close-up.
Belichick, who has presented a tight-lipped, humorless front while leading the Patriots the past two decades, has put aside his distaste for the spotlight by starring in multiple Subway commercials. In one 30-second spot filmed in Branford, Conn., the legendary coach stays on brand by uttering only six words, but also breaks with his perception by throwing in a joke.
Upon seeing a man eating fast food, Belichick replies, “Really?” Then, the coach cuts off the sleeves of the man’s suit, so that it looks more like Belichick’s trademark hoodie.
“Now you look better, too,” Belichick said.
In another six-second spot, Belichick is munching on a sandwich while sitting on a bench as a voiceover says, “This is the face of utter glee. Bill’s beaming from ear to ear as he enjoys footlong season at Subway.”
Earlier in the summer, the 68-year-old recognized how strange it was for him to be involved in such a project.
“I haven’t ever done anything like that,” Belichick said. “It was a fun commercial to do. And everybody loves sandwiches, so hopefully, they will be OK with it. I know I’m going to get killed in the rookie shows on this. I know that’s going to happen, but I’ll just have to swallow it.”