Now this is fun. The humorous ChatGPT billboard clash between McDonald’s and Burger King has a new entry by Saatchi & Saatchi UK. Subway has added its own ChatGPT-led billboard to the two side-by-side executions in London.
The Subway billboard, created by Saatchi & Saatchi and AI, compares the icon status and size of the fast-food giants’ best loved menu items.
In response to the questions posed by McDonalds and Burger King’s spots, Subway asked the chatbot how a McDonald’s Big Mac and a Burger King Whopper “compare to a footlong.” ChatGPT’s response is presented in bold, brand-led typography: “In terms of size, both are significantly smaller than a footlong sandwich.”
Kirstey Elston, marketing director UK & Ireland, Subway says, “If there’s going to be a conversation on iconic sandwiches, Subway will of course get involved. What can we say – even ChatGPT knows our Footlongs are the biggest and best sandwich out there.”
Franki Goodwin, chief creative officer, Saatchi & Saatchi adds, “There’s a lot of chat about ChatGPT and, while we try not to get too caught up in hype trends, we couldn’t resist getting in on this conversation. It’s a big moment for Subway with the launch of the new Series menu, and what can we say – ChatGPT says they’re the biggest too.”
In Australia, the poster is supported by a TVC in which a burger realises it is overshadowed in size by a footlong.
Where the billboard battle began:
Credits:
Client: Subway
Creative Agency: Saatchi & Saatchi
Chief creative Officer: Franki Goodwin
Copywriter: Sam Pascoe
Art Director: Heath Sims
Planning Partner: Craig Adams
