The titular dream in this spot, a Subway restaurant in pitchman Jared Fogle's kitchen, would have undermined the active portion of the Fogle creation myth, in which the 245-lb Midwesterner lost weight by walking to his local Subway franchise every day and dining on a steady diet of sandwiches.
But Subway had an almost unparalleled opportunity to stand out in Super Bowl XXXVII, where auto and other regular categories competed as usual but quick-service restaurants accounted for just 3% of the ad spend. Its only rivals in the game were McDonald’s and the upstart Quiznos ("Focus"), which was perceived as a clear and present danger to Subway’s expansionist tendencies. Subway and Euro RSCG MVBMS served up "Jared's Dream," bringing pitchman Fogle back to the Super Bowl for the first time since 2000.
The $220 million Subway account went into review that May. Three months later, after Euro RSCG MVBMS pulled out of the running, Fallon Worldwide won the business.
AGENCY: Euro RSCG MVBMS
QUARTER AIRED: Q3