Time for a sub given new meaning in Subways Euro campaign
Campaign crafted by agency Above+Beyond.
Subway is celebrating football fan get-togethers for this month’s Euros with its new #TimeForASub campaign to launch its Subway bundles across multiple territories including Europe, Middle East and India.
After being postponed for a year, the Euros is returning and the #TimeForASub campaign channels the excitement of finally being able to get the gang together to watch it.
The campaign, created by Above+Beyond, centres on a 30-second TV spot inspired by the hand signals used on the pitch to substitute players. It aims to inspire fans to choose Subway’s brand-new bundle meals whilst watching the big game. The brand will also be launching two brand new snacking items in the bundles – Potato Crispers and Nacho Chicken Bites – perfect for bigger group occasions.
In the spot, we see a host who is holding a get-together to watch the game ‘substituting’ mates who are getting in the way of that perfect moment, including substituting one friend who gets the food delivery wrong for another who upgrades to the perfect fresh Subway bundle.
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The spot was directed by award-winning director Jack Clough, who directed the BBC Three multi award-winning mockumentary People Just Do Nothing, through the production company Hunkydory Films. It also features a voice over by BAFTA-nominated actor Allan Mustafa, best-known for playing Anthony ‘MC Grindah’ Zografos in People Just Do Nothing.
The 30-second commercial is part of a fully integrated campaign, spanning TV, social, digital, OOH, PR which will be localised across the other international markets. In the UK & Ireland the campaign will break on June 2, with TV slots booked during the lead in to every match on ITV and RTE for the championship’s duration, from June 11 to July 11.
Louise Wardle, Vice President International Marketing EMEA at Subway, said: “The Euros pose a huge sales opportunity with groups of friends coming together, but Subway isn’t top of mind for match day food. With our new bundles we can fulfil match day hunger, but we needed a big platform idea which would drive us into the footballing conversation in an authentic way – Owning the ‘Sub’ is a match made in heaven, it’s in our name and it gives us a flexible idea than can be localised across our EMEA region.”
Dominic Goldman, Executive Creative Director at Above+Beyond, said: “The visual mnemonic of a substitution is a simple link to the brand and football. A cheeky bit of banter between mates and the upgrade to the perfect football moment, gives us an opportunity to be part of the Euros spirit and for Subway to be part of the action when watching the game.”