January 28, 2004 08:02 AM US Eastern Timezone

Subway Restaurants and Fallon Explain a 'Misunderstanding' in Super Bowl XXXVIII Commercial

link to press release

MILFORD, Conn. & MINNEAPOLIS--(BUSINESS WIRE)--Jan. 28, 2004--The Subway(R) Franchisee Advertising Fund Trust (SFAFT), the advertising division for the world's largest submarine sandwich franchise, will air a 60-second commercial during the Super Bowl XXXVIII coverage on February 1st. The commercial was created by Fallon Worldwide exclusively for this event. The ad reinforces the "It's Ok, I had Subway" campaign which communicates that people can occasionally indulge in "bad" foods as long as Subway's healthier menu options are incorporated into their regular diet.

"This is our fourth year advertising during Super Bowl coverage. This provides us with a perfect opportunity to speak to millions of consumers about what's great about Subway and talk about our new Atkins(R)-friendly products," said Chris Carroll, marketing director for SFAFT. "Leveraging the humor of our existing campaign, we felt we could elaborate on the 'It's OK' concept."

The commercial, entitled "Misunderstanding," will be the only advertisement to air in the post-gun segment of the game, just before the post-game report.

"We wanted to use the world stage of the Super Bowl to reinforce the brand position that by eating a healthier diet more often, you can occasionally indulge," said David Lubars, president and executive creative director at Fallon. "We knew that we could build on the humorous and entertaining tone of the 'It's OK' campaign with a 60-second spot."

"Misunderstanding" takes a tongue-in-cheek approach to the "It's OK, I had Subway" campaign. As the viewer is treated to a series of misguided consumers behaving badly, a spokesman explains that incorporating Subway into your regular diet, allows you to occasionally eat badly - not act badly. The commercial highlights Subway's healthy product options, including the "7 under 6" menu and the new Atkins(R)-friendly wraps.

Subway Restaurants was founded in 1965 in Bridgeport, Conn. by then 17-year-old Fred DeLuca, with a $1,000 loan from family friend, Dr. Peter Buck. Subway Restaurants is the world's largest submarine sandwich franchise, with more than 20,000 locations in 71 countries. The chain has surpassed McDonald's in the number of restaurants open in the United States and Canada and has been named the number one franchise opportunity in all categories by Entrepreneur magazine in its Annual Franchise 500 ranking for 2004--for the record-breaking 12th time in 16 years!

For more information about Subway Restaurants see its Web site at www.subway.com.

Subway(R) is a registered trademark of Doctor's Associates Inc. (DAI).

Fallon Worldwide, one of the world's most critically acclaimed, creatively driven branding companies, manages the consumer voice of some of the world's leading brands including BMW of North America, Citi, Nestle Purina PetCare Company, Sony, Subway Restaurants, Timberland, and United Airlines. Fallon Worldwide is a global network of Publicis Groupe, based in Paris, and has more than 550 employees worldwide. The company has full-service offices in Minneapolis, New York, London, Singapore, Hong Kong, Sao Paulo and Tokyo. Additional information can be found at www.fallon.com.