How Much for that Footlong? Five, $5, Stupid.
Advertiser: Subway
Product: Footlong Subs
Advertisement: Series Theme – $5 Footlong
Advertising Agency: The Arnold Agency
Subway, the American sub sandwich super seller, has had some very strong and incredibly effective advertising over the last 20 years. As we’ve mentioned before, their use of Jared Fogle’s weight loss is a classic example of one of the 12 Types of Ads. And their continued use of him capitalizes upon this great success story and his pop culture iconic status.
With All Our Fixin’s, Why Can’t We Fix It?
It’s easy to understand that Subway had a promotional offer they wanted to tout. They also wanted to demonstrate value with a $5 offer. But a bunch of people showing me their interpretation of what a big ole 12 inches looks like doesn’t exactly inspire me. If anything I found myself looking over at my girlfriend out of the corner of my eye during one of the commercials and nervously hoping she doesn’t look back and me and say, “I want one of THOSE.”
I can’t be imagining this. The last time I was in Amsterdam I saw the same kind of gestures when I accidentally wandered near their red light district, and I can assure you, it didn’t have anything to do with sandwiches.
I can only hope Jared as a spokesperson for Subway didn’t have anything to do with this direction. He would seriously decline in my estimation as a gentlemen and a scholar and all around good guy.
More Commercials
I’m pretty sure there’s a reference to Godzilla in this one and I’m pretty sure I have no idea why. But when it cuts away from his rampage to show a supposed Japanese women giving us the footlong sign, while shaking her head in a “no, it’s too big” fashion, I’m definitely sure the bad idea department was on hiatus from stupid during production.
http://www.youtube.com/watch?v=WHIo4VruGZY
And adding a very good and catchy jingle that ends up getting pounded over and over again and eventually destroyed when everybody starts singing it themselves in later spots, is only putting lipstick on a $5 low fat pig.
http://www.youtube.com/watch?v=1J5evwnOhi4
The end of this spot is what is most disturbing. Notice the alarming differences in size perception here. And notice the one guy in the back who doesn’t even bother to demonstrate his measuring skills…
http://www.youtube.com/watch?v=IMX5jQJ_W_Q
This campaign has been going on for over a year with no end in sight. I think Subway eventually got the hint that having people depict size (unless your discussing the size of the fish you caught) is a stupid idea. The improvement – they bring in dancers, some of whom suggestively rub their nimble little bodies on the poor, or maybe lucky, guy who ordered them directly off the menu.
http://www.youtube.com/watch?v=66gvCS3ilRo