Subway flatbread ad promotes the power of choice

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Subway is to launch a TV ad showing how choice can influence people's lives, as part of a £2m new ad campaign to promote its new low-fat flatbread range to healthy eaters.

The TV spot, "Keith", was created by McCann London and shows a man called Keith Keithson who has had every decision made for him until one Tuesday at 1.04pm, when a Subway sandwich maker asked him if he would like peppers.

From today, the ad campaign will include four weeks of national TV supported by outdoor, digital activity, Subcard loyalty communications and PR. Media planning and buying was handled by MediaCom Scotland.

Lianne Galazka and James Rooke art-directed the campaign, while Melissa Cain and Imogen Jones wrote it. Jonathan Herman at Blink directed the TV spot.

Rob Doubal, the co-president and chief creative officer said: "‘My Sub, My Way’ is a great new campaign platform for Subway to tell lovely stories of people's worlds being turned around by a Sub. 

"The idea that a guy has never made a choice in his life until he decides what goes in his Sub made us smile. And it was great working with Manaaz, Blink and Jonathan to make this happen."

Subway is to offer nine flatbreads, each of which has fewer than 400 calories and provide a portion of fruit or vegetable. Heart Research UK supports the low-fat flatbread range, which is part of the chain's commitment to offering healthier choices.

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