Real firemen attempt to sing Firehouse Subs’ new jingle in first ads from Orchard

Firehouse Subs’ new spots feature a jingle for its best-selling sandwich, sung by real firefighters. The creative is the first from Orchard since being named to Firehouse Subs’ agency roster earlier this year.

In the lead spot, three firemen croon about the sandwich chain’s Hook & Ladder sammie—turkey, ham, melted cheese, lettuce, onions, mustard and mayo on toasted bread. But they are reminded that the commercial is just 30 seconds and they need to sing faster. The song speeds up until one of them says, “The sandwich is too big for the song.”

The singers are real-life firefighters from Baltimore, New Jersey, New York and California, who all sang live on set.

“If you think about it, every great icon has a jingle associated with it, a catchy earworm of a tune that inspires a smile every time you hear it,” Dena vonWerssowetz, chief marketing officer at Firehouse Subs, said in a statement. “We realized very quickly that there was no way we could fit everything about the Hook & Ladder into 30 seconds, which is what sparked the brilliant idea for our newest campaign.”

The campaign is rounded out by a few more 15-second spots that show different takes on the jingle, including a surprisingly high-pitched version.

Customers can also sing for their sandwich. From Aug 16-18, customers who sing the Hook & Ladder jingle at checkout will get a promo code for a buy-one-get-one medium Hook & Ladder sub. They can also post a video on social media of them singing the jingle with the hashtag #HotTastesBetter to get a buy-one-get-one promo code to use in the Firehouse Subs app or website.

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