Definitely not a dumb way to dine... Subway does a McCann tribute

By AdNews | 23 April 2014

Looks like this year's Cannes Grand Prix is in the bag. Subway has done a 'Dumb Ways'. It's got cheeky cartoon characters, a train, a ditty with plinky guitar strings as Sub and his filling-based friends position subway as a one-stop breakfast shop.

'Start Your Day A Better Way at Subway' was the work of Smoke Creative. Publicis Mojo Brisbane previously handled creative for the brand, but recently appointed CEO Tim Parker confirmed the agency and client had quietly parted ways around six months ago.

Smoke Creative, a creative production house based in Brisbane's Fortitude Valley, now works on Subway on a project basis. Subway Australia and New Zealand marketing director Gina Kahler hopes the campaign will capture the hearts and minds of Australian breakfast consumers.

“A subway Breakfast Sub is a great way to start the day. We’re offering our customers a freshly prepared breakfast on the run that tastes great. You could say we’re making a song and dance over our breakfast campaign – and you would be right! We love it!” Kahler said.

The campaign kicked off this week.

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