Subway Gets ‘Toasty’ With Goodby

SAN FRANCISCO Goodby, Silverstein & Partners’ first campaign for Subway breaks on Sunday with a Super Bowl spot—and two additional TV ads to follow— touting the chain’s new Fresh Toasted Subs.

Employing a different tone than the recent straightforward campaign by Boston independent McCarthy Mambro Bertino, which featured longtime client pitchman Jared Fogel, the Goodby effort is steeped in offbeat humor.

“Parking Lot,” the spot airing during the Super Bowl’s second quarter, shows cops approaching a car with fogged-up windows, expecting to find lovers inside. Instead, they discover two guys sitting in the sweltering heat, eating Fresh Toasted Subs.

In another 30-second spot, “Snowman,” a school-age girl delivers a Fresh Toasted Sub to a snowman; her playmates scream and flee in horror as the sub melts the snowman.

In “Ice Fishing,” a fisherman shocks his companion as he peels off his clothes to withstand the heat from his Fresh Toasted Sub.

Goodby produced 10-second teasers to each of the spots, with outtakes from the ads, such as a cop knocking on the car window with his flashlight, and the words “They’re coming,” flashing on the screen like a neon sign. Those teasers had been running through January, the client said.

Chris Carroll, senior vice president of marketing for Subway, said the Fresh Toasted Subs campaign would also include radio and Internet components.

Jared is not gone for good, Carroll said. He will still be featured in upcoming spots from MMB in the spring.

Goodby will also be doing a more comprehensive campaign for Subway this fall, Carroll said.

The Milford, Conn.-based client spends $300 million annually on ads.

Although Omnicom Group’s Goodby late last year aired a spot for the marinara meatball sandwich, this new campaign represents the San Francisco shop’s debut work for the brand, the client said.