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Subway is still monkeying around in its latest national “test zone” television and radio campaign, promoting its new breakfast meal.
A 30-second TV spot features the now-familiar animated monkey scientists conducting research in a lab. One of the monkeys places a view-finder across the frame and shows two nearly identical paintings based on Edouard Manet’s classic, “Lunch on the Grass” (“Déjeuner sur l’herbe”). The Subway version contains the monkeys, while a shot of a Subway breakfast sandwich sits in the foreground.
The audience is asked to spot 10 differences between the two, which includes the type of bread the sandwich is on and a monkey wearing sunglasses.
“Try our hearty breakfast omelets sandwich served on oven baked bread with fresh brewed coffee and golden hash browns,” says the male voiceover. “A masterpiece of great taste.”
“It forces people to look at it many times to find the 10 differences—so it’s kind of interactive on TV, as opposed to only being interactive on the web,” said Mario Daigle, partner, executive vice-president and general manager at Allard Johnson, the agency behind the campaign.
“The monkey is just an icon to get people’s attention,” he said. “When we look at the results that we achieve for the client… the results have been convincing, and we will continue to monitor the campaign.”
In the 30-second radio commercial, listeners are asked to answer a brain-twisting problem. The male voiceover first invites listeners to “enter the Subway Restaurant’s test zone.”
“Steve plans to eat breakfast at Subway restaurants three days after the day before the day after his mother-in-law’s birthday, which this year falls on the third Sunday in March,” he says.
“Question: What will Steve eat on Wednesday?” he asks.
“Answer: Our hearty breakfast omelets sandwich served on oven baked bread with fresh brewed coffee and golden hash browns served from 7a.m. weekdays, 9a.m. weekends,” he says.
The spot ends with the tag: “Subway. Think Fresh. Eat Fresh.”
The campaign launched earlier this week, with another phase in development. Carat handled the media buy.
