Ad of the Day: Arby’s

Chain gets a former NYPD detective to tell the cold, hard truth about Subway's cold cuts

Sleep easy, America. Bo Dietl is on the case. What case, you say? The truth about your sandwich meat.

It's a tough job, but someone's got to do it. Dietl, former NYPD detective, current private investigator and professional blowhard, is the man to tell cold, hard truths. And the cold, hard truth about your cold cuts is that you should be eating Arby's. Because Arby's slices its lunch meat fresh in the store daily before putting it on your sandwich. Because Subway does no such thing. And because Arby's is paying Dietl a lot of money to tell you that truth. Seriously, though, he loves Arby's, too. Because it's fresh sliced roast beef is delicious. At least, it was the first time he ate it, at an Arby's in California back in 1969, when all the other boomers were eating mushrooms at Woodstock in New York.

Earlier this month, Dietl appeared in a 30-second Arby's spot, cracking wise outside a Subway lunch-meat slicing facility somewhere in the middle of nowhere. Today, he's back in this longer-form version of the argument, a five-minute video directed by Larry Charles, who also directed such heavy-hitting Sacha Baron Cohen exposés as Borat, Bruno and The Dictator. In the new Arby's clip, Dietl delivers more Dietl antics, reminiscing about his days as a cop, waxing poetic about America, and grilling a former Subway employee about the lack of in-store slicing. He also takes a couple of not-quite-bare-knuckle swings at Arby's competitor, like shoving a meat slicer into the drive-through window of a Subway, to the amusement the employee on the other side, who otherwise doesn't seem to care in the least.

Perhaps most insightful are Dietl's man-on-the-street interviews with the regular folk who foolishly assume Subway's meats are sliced "in the back" of each store. In that montage, the brand's spokesman gets out of the way of what's a fairly hard-hitting message, aimed at undermining Subway's core "Eat fresh" motto.

Overall, the video doesn't reveal much about the evils of Subway's long-distance meat craft, other than it is long distance. Nonetheless, Dietl's gruff charm conveys the sense that the brand is having fun with the pot shots, even if it's not really a good-natured ribbing. Entertaining as it may be, though, it doesn't necessarily feel all that fresh.


Client: Arby's

Agency: Crispin Porter + Bogusky, Boulder, Colo.

Worldwide Chief Creative Officer: Rob Reilly

Executive Creative Director: Alex Burnard

Creative Directors: Scot Kaplan, Vladislav Ivangorodsky, James Maravetz

Associate Creative Director: Mark Schruntek

Director of Video Production: Chad Hopenwasser

Executive Integrated Producer: Lisa Effress

Junior Producer: Kelli Espinoza

Live Action Production Company: Independent Media

Director: Larry Charles

Executive Producer: Susanne Preissler

Line Producers: Lindsay Skutch, Beth Aranda-Hodzic

Post Production: Method NY

Executive Producers: Robert Owens, Angela Lupo

Producer: Matthew Engel

Lead Compositor: Aidan Thomas

VFX Supervisor: Gil Baron

Set Supervisor: Rob Hodgson

Compositors: Sean Wilson, Marty Taylor, Ian Holland, Matt Welch

Digital Matte Painter: Marc Samson

Editorial Company: Cut + Run

Editor: Jay Nelson

Executive Producer: Melati Pohan

Assistant Editor: Ben Jones

Food Shoot Production Company: Assembly Films

Director: Kevan Bean

Executive Producer: Gloria Colangelo

Line Producer: Pete Dever

Production Supervisor: Kerri Johnson

Executive Integrated Music Producer: Caitlin Rocklen

Sound Mixer Company: Lime Studios & Beacon Street Studios

Sound Design: Jeremy Brill

Music Supervisor: Chip Herter

Visual Effects Company: Method Design

Creative Directors: Mike Sausa, Steve Viola

Producer: Dan Masciarelli

Coordinator: Mary Melendez

2D Artists: Bernard Crosland, Jessica Engles, Alex Gibbs

3D Artists: Omid Ensafi, Pouyan Navid, Jamie Sawyer

Content VP Group Account Director: Scot Beck

Content Account Director: Justin Marciani

Content Supervisor: Jessica Martin

Content Manager: Julie Pfleger

Assistant Content Manager: Sandy Florez

Business Affairs: Natalie Greenman

Cognitive Anthropologist: Erica David

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.