Capriotti’s is more than a collection of sandwich shops. They have a following of raving fans that’s about as passionate about a brand as is humanly possible. You’d actually think these sandwiches threw Super Bowl-winning passes or played monster guitar riffs like some sort of Hendrix/Van Halen hybrid.

This is probably because Capriotti’s has literally been redefining the sandwich since 1976. They’ve put combinations together on a roll that blow minds and tantalize taste buds. Sandwiches with special names like The Bobbie and Capastrami. Sandwiches that actually cause flavor phenomenons, like involuntary smiling and nodding while chewing and the inability to stray from the first Capriotti’s sandwich you ever try.

So, how do you define a brand that has defined damn good for so long? We had to define the brand. With their very own vocabulary (VoCAPulary). We decided to build on the lexicon they already started with their fun sandwich monikers. We wanted Capriotti’s fans to say “Word,” and we wanted those unlucky souls who haven’t tried these sandwiches to see the CAPassion and fervor for Capriotti’s that’s out there and say, “Oh, my word.”

Here are the first six spots (the seventh may never make it to air) in the new TV campaign. Also, check out the special VoCAPulary site on their Facebook page. Damn, I think I might need a Capastrami for lunch.