BBDO's First Subway Spot Promotes National Sandwich Day Deal
Subway is ready to debut its first commercial from Omnicom's BBDO, a spot that will run for a few days to promote a National Sandwich Day deal.
The commercial, which hits airwaves Thursday night, comes more than two months after longtime Subway commercial star Jared Fogle agreed to plead guilty to sex acts with minors and distribution of child pornography. Mr. Fogle is back in the news today with "Dr. Phil" expected to air audio recordings of the former pitchman discussing his sexual interest in children.
Now, Subway Chief Advertising Officer Chris Carroll is trying to help the brand move past the scandalous headlines and recover from a decline in U.S. sales in 2014. The chain's recent TV spots have focused on the food items, such as Subway's famous Footlong and its new Turkey Bacon Guacamole sandwich.
BBDO was named as Subway's new agency in late August, replacing MMB.
The 30-second spot from BBDO promotes a deal Subway is running on National Sandwich Day. On Nov. 3, those who buy a 6-inch or Footlong sub along with a 30-ounce drink can get another sub to give to someone else. In the commercial, a woman meets up with strangers outside the restaurant to offer them the extra sandwiches she got as part of the deal.
Subway is also pushing to "save lunch break" in a social media effort spanning Twitter, Instagram, Facebook and Snapcht and tied to National Sandwich Day. It will encourage people to use the hashtag #SAVELUNCHBREAK through the end of 2015. Catalyst is the PR agency on that effort, with 360i handling the social elements.
Subway in 2014 spent about $533.2 million on U.S. measured media, according to Kantar Media, up 3.5% from $515.2 million.