Subway and Above+Beyond have launched a new campaign promoting the wide selection of choice available at the sandwich maker with an ad that sees the set get ruined.
The spot begins by presenting appetising shots of the ingredients available on Subway’s new and improved menu alongside narration before a group of masked invaders bombard the spread.
Their motive? To protest against "too much choice" and the variety of foods and fillings on offer at Subway stores. The campaign promotes the brand’s new global Make It What You Want platform in the UK & Ireland.
Alongside all the old favourites, Subway’s revamped menu now features 21 new and improved ingredients including sriracha hot chilli sauce, crispy onions and chilli & paprika bread, and is part of the broader Fresh Forward business update which includes new store fits.
The ad is directed by Michael Clowater through Smuggler and includes executions for TV, online, cinema and digital channels. There will also be further executions across radio, print, outdoor, social and in-store.
The campaign is the first by Above+Beyond for Subway UK & Ireland since it won the contract in April.