Posts Tagged ‘Subway’

Latest Subway Ad a Real Turkey

January 21st, 2013

The only thing worse than not being clever is thinking you’re clever when you’re not.  Exhibit A:  this latest TV commercial for Subway, one of the least clever advertisers on the planet.

Do Subway’s executives, or their ad agency, actually think the phrase “Turkeytopia” is clever?  Worse yet, do they think their audience thinks it’s clever?

If we’re to believe this ad, Ndamukong Suh, one of the celebrity athletes featured in this spot, finds the phrase absolutely hysterical.  Then again, he thinks it’s fine to stomp on an and maim opposing players on the football field, so his judgment is suspect to say the least.

Speaking of questionable judgment, who thought it was a good idea to feature Suh–the NFL’s dirtiest player with numerous off-the-field mishaps as well –in this commercial?  Generally speaking, the rule of many hapless advertisers seems to be, “If you don’t have a creative idea, use a celebrity.”  As it is wont to do, Subway was so lacking in creativity that it decided to use three celebrities in this spot.  Thus, not only is the commercial totally lacking in cleverness, it’s also unnecessarily expensive.

I’ve always liked Subway as a provider of reasonably healthy and tasty fast food, but I’ve never understood why they can’t get it together from an advertising standpoint.

And if Subway doesn’t like the opinions I’m expressing, they can Suh me.

Subway Takes the Low Road by Entertaining Rather Than Selling

November 28th, 2011

I’ve never been a fan of Subway’s advertising )such as their cloying and annoying “5 Dollar Footlong” campaign).   Their latest  TV campaign, however, is a particular puzzler.  A lot of my friends and readers who’ve seen this campaign have asked me why the ads feature adults talking like kids, and my honest answer is that I have no idea.

The device of giving children’s voices to adult actors is arguably entertaining the first few times you see it. but it does nothing to make the viewer want to hop in the car and drive to the nearest Subway.  The ad doesn’t feature fascinating footage of the sandwich, or describe its tantalizing taste in drool-inducing detail, or give you compelling facts about its nutritional advantages.  In short, it doesn’t sell; it simply entertains…sort of.

If Subway was trying to make the point that its sandwiches “bring out the kid in you” or “remind you of when you were a kid”, using kids’ voices would at least have some degree of underlying logic.  But that’s hardly the case here.

So what’s Subway thinking?  I don’t have a clue.  And neither, it appears, do they.

Subway Chooses A Bad Way

May 1st, 2009

For months I’ve been considering a rant about Subway’s irritating “Five Dollar Footlong” ad campaign, but I never followed through because it seemed too easy of a target. However, their latest pathetic effort simply demands comment and condemnation.

A generation or so ago, it was common to be subjected to intentionally annoying advertising that was effective at getting viewers’ attention and, inexplicably, inducing a lot of those viewers to buy the product. A prime example: Ralston Purina’s “Meow Meow Meow Meow” campaign for Meow Mix. It was grating rather than great, but by all accounts it was effective. While the quality of advertising in general doesn’t seem to have progressed since then, at least these so-annoying-you-can’t-help-but-pay-attention campaigns seem to be less common. Unfortunately for all of us, Subway’s “Five Dollar Footlong” campaign is the exception; it’s now in its third or fourth incarnation, the latest of which is by far the worst of the bunch. It features what seems like dozens of individuals and groups attempting to sing a part of their exceptionally mundane theme song, with each being more off-key and obnoxious than the next. If you love the sound of fingernails on a chalkboard, you’ll love this advertising,

What particularly aggravates me–and this was true of their earlier versions–is when the people laugh like what they’re doing is really funny. What I want to know is, do Subway’s management and ad agency really think this is clever stuff? Or do they realize that it’s inane and annoying, but they simply don’t care because it’s somehow good for business? Speaking of which, while they may have data indicating the campaign is “working,” I firmly believe that whatever success they’re experiencing is due more to the millions of dollars they’re spending rather than the distinctly unclever advertising they’re spending it on. In fact, I have no doubt that a smarter, more endearing campaign would have an even greater impact. Unfortunately, it’s hard to be clever but easy to be annoying, and Subway has opted to make it easy on themselves…and hard on viewers. But there is no way their brand equity is not taking a hit as a result of the aural and visual pain they’re inflicting on current and prospective customers.

Marketing is about capturing the audience’s attention and then conveying a compelling message. There are lots of ways to capture my attention. A good way makes me go, “Hey, that’s really cool!” A bad way makes me go, “Ugh, that’s disgusting!” Unfortunately, Subway has chosen a bad way. A very, very bad way.