So everyone’s talking about this new SUBWAY commercial.* I finally saw it and here’s what I think: They should have put that on YOUTUBE! Its a GREAT commercial for the internet! WHY IS IT NOT ON YOUTUBE!? or even Vimeo? Or ANY of the other video sharing services. SUBWAY T&T has a Facebook page that is dead, put it on there! This thing is SO bad it will be guaranteed to become internet gold in the view of “Garlic Sauce” and “Trini Slap Chop!” (I didn’t mention Trevor Sayers… ) Repeat after me:
It is so good. It is BAD!
People will be laughing and sharing this thing for weeks! The tune is VERY catchy and VERY shareable (it was obviously a radio jingle BEFORE it was a TVC) so its already got those legs. But what makes it conversation worthy is the mere fact that no one in this ad seems to have any idea what is going on. Here’s how I envisioned this shoot:
Producer: Ok guys its 6 in the morning, we have no budget, no time, this is a borrowed camera, so stand there.
Talent: Ummm what are our lines?
Director: ummm Dunno, watch the camera.
Talent: ummm… I guess that music playing over the cd player means we have to dance?
Director: Cut! That’s a wrap! Back to the office!
This is how ALL youtube type projects are done. No script, no plan, just do it! Genius!
However, there’s a slight problem with this. SUBWAY OBVIOUSLY PAID NOTHING FOR THIS and the agency, fearing they would lose this big retail client, said: “Hey! We’ll shoot it for free! It’ll be great!”** But this means that your brand becomes the laughing stock of the country. You are putting yourself up against the likes of KFC and now heavy weight McDonalds, you think THEY will do something like this? KFC has done terrible spots in the past, but they always seem to come off creatively. This train wreck of an ad comes off as… well… cheap. Did Trevor Sayers advise them? This isn’t brand building, this is watering down your brand just to say you have an ad on TV (in primetime no less! and this is how the agency made its money, from the media!)
I think the whole agency client paradigm has shifted. In the age of user generated content that is, well… amateur at best, there is no room for a big production house to say this will cost you a million dollars and two weeks production time. Execs will just go to the slap chop guy and get something done for next to nothing. Will it hurt its brand? maybe, but maybe brand building isn’t the goal. Maybe its doing the quick hustle and capitilising on the 10 days attention span of the audience.
This ad will soon be forgotten, replaced by something else…
Unless its picked up by some big celeb outside of T&T… then SUBWAY’s gonna have a problem.
*Its not online, so you can’t see its creative glory! Someone tape it and put it online please?
**if the client PAID any money to produce this, its SHAMEFUL! There are poor people ALL over T&T, take that same money and give it to someone who would need it desperately!