Above+Beyond and Subway have taken an ambitious punt that people won’t turn off during the first twelve seconds of their new ad. It has a go at the food porn genre, but it’s deliberately bland. Everything changes, though, at the thirteen-second mark. It becomes behind-the-scenes chaos and the sort of zany humour on which Subway’s younger audience thrives – the set of the Subway commercial is interrupted by a group of masked invaders intent on shutting it down to protest showing customers the amount of choice available at Subway stores.
The 40 second TVC leads a campaign the point of which is to remind the world that you can always get exactly what you want at Subway and launches the chain’s new global Make It What You Want platform in the UK and Ireland.
The launch films were directed by Michael Clowater through Smuggler and include executions for TV, online, cinema and digital channels. Supporting these are further executions across radio, print, outdoor, social and in-store.
The campaign is the first by Above+Beyond for Subway UK & Ireland since winning the contract in April.
Colin Hughes, country director at Subway UK & Ireland, stated, “We’re really excited about the new direction Above+Beyond have identified for Subway, and this first campaign is a reflection of the bold strategy and creative energy they have brought to the table. It’s been a truly collaborative process so far, and the team and franchisees are very excited about what’s to come – we couldn’t ask for a better start to the relationship.”
Above+Beyond Partner and chief creative officer, David Billing, added, “It’s hugely exciting to have met Subway at such a pivotal point in the brand’s journey. There’s a real energy, a fighting spirit in the brand now and they’re committed to making bold work that gets noticed. It’s a dynamic category that demands full participation – you can’t just sit on the sidelines. This work has been a lot of fun, and we’ve only just started.”
Credits
Agency: Above+Beyond
Production Company: Smuggler
Director: Michael Clowater
DoP: Stephen Keith Roach
Producer: Jason Scanlon
Editor: Saam Hodivala @ Work
Grade: Toby Tomkins @ Cheat
Post Production, Sound & Grade: No.8
Media: MediaCom
PR & Social Media: Good Relations