Subway Puts Phelps Back in Its Advertising Pool

New Spots Finally Break With Superstar Olympian

Posted by Emily Bryson York on 07.02.09 @ 05:46 PM

So you heard the one about the world's fastest swimmer and the bong? Michael Phelps, infamously, admitted to an ill-advised toke at a party and a pictures was shot 'round the world last winter that potentially jeopardized millions in sponsorships.

But the swimmer lost only a Kellogg ad deal in the fracas -- and that was hardly his biggest paycheck. Meanwhile Visa, Speedo and Subway, among others, stood by him. But Subway distinguished itself as the last major sponsor to say he wasn't fired. And Mr. Phelps was clearly back-burnered as Subway took him off its unfortunately named FreshBuzz website and delayed his first campaign.

Subway had, after all, scored a major coup in signing the highly coveted endorser in a multiyear restaurant-exclusive deal that executives familiar with the matter say included a number of bidders, including McDonald's.

It may be coincidence, therefore, that Subway waited until the end of the day on a holiday weekend to leak, via the Los Angeles Times, that they're putting Mr. Phelps back in the pool.

Subway confirmed with us that the work, from agency MMB, Boston, will break Sunday.

The new work coincides with the U.S. national swimming championships. They're being televised on NBC for the first time this year, which many attribute to Mr. Phelps' still enormous popularity.

5 Comments

By Ad Scribe | Planet Claire, NM July 2, 2009 07:39:21 pm:

If they don't do a munchie-related spot, they have no balls.

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By MarcoP123 | Philadelphia, PA July 3, 2009 09:28:35 am:

Funny comment, but on the mark. Their target demographic is generally younger people who are not as critical of situations like this. A munchie-related spot could get massive viral exposure - all to Subway's advantage.

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By JJantzen | Chandler, AZ July 4, 2009 02:55:31 am:

Ridiculous to think that Subway would attempt to capitalize on his past improprieties. Especially considering the investment they had to put up to sway him from McDonalds. But what's a bong hit or two amongst friends?

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By SingularityDesign | Philadelphia, PA July 5, 2009 11:39:36 am:

The Kellog's thing is not surprising, nor is the fact that Subway decided to keep him. The way I see it, there are three lines that a celebrity can cross. The first will get them kicked out of children's and family brands, the second will get them snubbed from all but the edgiest campaigns. Crossing the third line makes them a pariah (think Michael Vick). Hopefully Phelps stays on the clean side and doesn't cross those other lines.

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By eyesjamesq | corbett, OR July 7, 2009 08:04:31 am:

New slogan for Subway, "One toke over the line"

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