March 31, 2006
By David Gianatasio
Lovitz dons dinner jacket (sort of) for Subway.
BOSTON Subway is launching a campaign designed to expand its appeal beyond lunchtime.
The work from MMB here breaks tomorrow during NCAA men's basketball coverage and stars comedic actor Jon Lovitz as the host of "Subway Dinner Theatre." The spots position Subway as a viable dinner alternative that fits a variety of busy lifestyles. The tagline "Eat fresh" is retained from past campaigns.
"Using Lovitz was a masterstroke," said Chad Caufield, managing director of independent shop MMB. "We knew he had a wonderful flair for the dramatic—and an uncanny sense of comedic timing sealed the deal for us."
Familiar brand pitchman Jared Fogle doesn't appear in the first wave of ads, but may surface as the campaign evolves, a Subway representative said.
The work constitutes the most integrated campaign Subway has attempted in recent memory, Caufield said, with elements of the look, tone and feel of the TV commercials translated into radio ads and in-store materials, Internet banners and onto a soon-to-be-launched microsite.
The campaign will run through late summer.
The Milford, Conn.-based sandwich chain spent about $330 million last year on ads, per Nielsen Monitor-Plus.
Chris Poulin served as art director on the new work, teamed with copywriter George Goetz. Sara Ventutuolo was agency producer. Steve Miller directed.
Agency partners Fred Bertino and Jamie Mambro, along with Jerry Cronin and Goetz, all served as creative directors on the campaign and helped shape the effort.
Edited on 04/02/2006 6:56pm