7-Eleven is the convenience store we all know and crave. With a resumé that boasts famously delicious creations like Slurpee and the Big Bite Hot Dog, the time had come to get in the premium sandwich game. So, how do you create desire for a sandwich that breaks the convenience mold? You start with food porn base and layer in some unpredictable cravings. This TV campaign, which ran during March Madness, showcased fans and mascots being overcome by the deliciousness of these sandwiches.