|For Subway, Repetition Works
By: Alexander Villeneuve
Over the weekend, I was struck by Subway's latest advertisement, which was pitching the all-new Big Hot Pastrami sandwich. What's interesting about the Big Hot Pastrami ad is that it's essentially a carbon copy of Subway's avocado advertisement from the summer of this year. But Subway has an excellent reason for undervaluing creativity and repetitively going back to the same well: they know it works.
In both ads, Subway's recipe for success is simple — have a purpose and be very clear about it. In each ad, the viewer knows what's being advertised within the first five seconds of the commercial. They don't waste time telling a convoluted story or setting up failed punchlines. And the goal of each ad never strays from telling the viewer a factual statement about what's new at Subway.
I think its safe to say that neither Subway ad will win big at Cannes or find itself memorialized on the end-of-year best lists; however, Subway provides strong evidence of the greater value in clarity and purpose over creativity and hype.
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