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Creative Creative Works Subway

Subway joins McDonald’s and Burger King with bragging ChatGPT billboards


By Amy Houston | Senior Reporter

June 13, 2023 | 4 min read

The AI copy-led poster is the work of the creative agency Saatchi & Saatchi.

Subway - 02

Subway’s ChatGPT billboard / Saatchi & Saatchi

Over the past week, both McDonald’s and Burger King have taunted each other with the help of artificial intelligence. Each fast-food shop has asked ChatGPT various questions to prove either how iconic or big the products are.

Now Subway is testing the waters by asking the chatbot to compare these answers to its footlong sandwich offering.

The answer? According to ChatGPT in terms of size, both the Whopper and Big Mac are “significantly smaller than a footlong sandwich.”

Franki Goodwin, chief creative officer at Saatchi & Saatchi, said: “There’s a lot of chat about ChatGPT and, while we try not to get too caught up in hype trends, we couldn’t resist getting in on this conversation. It’s a big moment for Subway with the launch of the new Series menu, and what can we say – ChatGPT says they’re the biggest too.”

The original two billboards were placed right next to each other in Brazil and were the work of David São Paulo and

Kirstey Elston, marketing director at Subway UK and Ireland, added: "If there's going to be a conversation on iconic sandwiches, Subway will, of course, get involved. What can we say – even ChatGPT knows our Footlongs are the biggest and best sandwich out there!"

Jon Evans, chief customer officer at System1 doubts real audiences love these ads as much as the industry thinks, read his thoughts here.

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