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Martin Agency features endless footlong sandwiches in new work for Subway

The Martin Agency is making the Subway footlong sandwiches look even bigger than normal in a new campaign, the first by the agency for the sandwich chain.

With an unofficial new tagline, “So much sandwich", the TV, digital and social campaign features several short video ads, including video pre-roll and a 360-degree Facebook ad that makes the sandwich seem endless.

The Martin Agency is trying to regain interest for the chain, which is still in a bit of a struggle after the Jared Fogle incident, which saw the longtime spokesman go to jail.

The new campaign features two favorite sandwiches – the Subway Club and the Sweet Onion Chicken Teriyaki – now featured as footlong deals at $6. In the pre-roll ad, the camera scans the sandwich as a voice tells you that “you’re almost to the end of this footlong club…just kidding, you’re not even close”.

A 30-second spot finds two sandwiches entering and none leaving, “because you ate them." Others tout the goodness of having two footlongs for just $12, having to choose between the two, and just taking in the sight of the two favorites.

Subway worked with BBDO for roughly a year but went back to MMB for creative. With the Martin Agency, they hope to reach a millennial audience, and the agency has said it would like to keep working with Subway.