Summertime is the best—and arguably the only—time to enjoy a nice gooey s’more. And if you’re a child of a certain era, one of the first things you think of is the classic scene from The Sandlot, which also led to one of the most iconic lines of the film.
“Hey, you want a s’more?” says Hamilton “Ham” Porter to the new guy, Scotty Smalls, who doesn’t understand anything about baseball—or apparently delicious marshmallow-chocolate treats.
“Some more what?” responds Smalls.
Ham tries again. “No, no. You want a s’more?”
“I haven’t had anything yet. So how can I have some more of nothing?” says the ever-confused Smalls.
“You’re killing me, Smalls!” comes the line that most people know, even if they don’t know the film.
Ham then goes on to explain in patient detail how to make s’mores, while roasting a marshmallow over two candles to get it nice and crispy. After all, they’re a bunch of kids having a sleepover in a wooden tree fort, so a campfire wouldn’t have worked out too well.
Actor Patrick Renna, who played Ham in the 1993 cult classic, revisits the iconic scene in new spots for timeshare brand WorldMark by Wyndham, with the ad push tied to correspond with National S’mores Day on Aug. 10.
“There is no more iconic s’mores scene than the one from The Sandlot. Patrick’s signature lines from the film are endlessly quoted, and we wanted to tap into the current trend of nostalgia for all things ’90s,” says Wyndham Destinations chief brand officer Noah Brodsky. “Naming him the ‘Sultan of S’mores’ [a reference to one of Babe Ruth’s many nicknames, the Sultan of Swat] and using him to share a broader message of togetherness was the obvious choice, and it allows us to tap into the millennial and Gen X base, our fastest-growing customer segment.”
The spot shows off WorldMark resort features as Renna sits in pools, around a campfire, in a lodge and among flowers, explaining the importance behind connecting with your friends and family, taking a break from life and, most importantly, enjoying s’mores.
The campaign even includes an instructional video with a cameo from Renna’s 2-year-old son, Flynn:
“Gather up your family—or better yet, go meet your new neighbors,” says Renna in the anthem spot. “Light up a campfire or a grill. Or even a bunch of candles, for Smalls’ sake.”
This coming Saturday, vacationers can pick up s’mores kits at participating WorldMark locations.
About the spot, Renna says in a statement: “Spending time with my family is something I really value, and to me, s’mores represents family, summer, baseball and just good ol’ fashion fun. I mean, how could it not?!”
Obviously you can’t have a campaign like this without referencing The Sandlot’s most enduring line, “You’re killing me, Smalls!”
The spot ends with Renna sitting in a hot tub and talking to someone off-camera. “Still can’t say the name?” he asks. “You’re killing me, Legal!”