Subway Groundhog Day|短视频|广告营销案例【ADGuider广告指南】

地铁土拨鼠日

案例简介：新地铁®MCCANN LONDON 的品牌广告展示了沙拉如何帮助克服日常琐事伦敦，2017年6月14日: 综合创意机构麦肯 · 伦敦正在地铁推广沙拉系列®商店。一名上班族在地铁的帮助下摆脱了单调的日常生活®商店沙拉，在潜艇三明治连锁店地铁的新电视广告中®由麦肯 · 伦敦创建。现场，由马克斯 · 谢尔曼在眨眼时执导，名为《土拨鼠日》, 这个年轻的女人被困在一个永不结束的平凡循环中，因为她反复经历她习惯性的工作日 -- 这只是一个乏味的自制三明治。但是，当她瞥见一张描述地铁的厚脸皮发人深省的海报时®商店沙拉，一切都变了。突然被启发发现一些新的和令人兴奋的东西，女人尝试地铁®商店鸡肉照烧沙拉，发现她的日常研磨改变了。这部幽默的电影坐在地铁下面®Brand 的 “不断发现” 平台去年推出，旨在推广其各种口味组合。该活动将于 6月14日启动，将得到电台、户外、店内材料和数字资产的支持。麦肯伦敦公司的联合总裁兼首席创意官罗布 · 杜瓦尔说: “我们真的很高兴在赛百味帮助销售沙拉。因为他们做的沙拉真的很好吃。我们所需要做的就是让人们意识到这一点。马克斯和眨眼的团队在将这种震动带入生活方面做得很好。谢谢大家。” Sacha Clark，赛百味营销总监®英国和爱尔兰说: “研究表明，顾客倾向于坚持他们所知道的。有了这个幽默的新电视广告，我们希望向人们展示他们可以从地铁中获得更多®如果他们只是违反了规范。" McCann London 与客户合作，包括阿尔迪、欧莱雅、万事达卡、微软和 Premier Foods。新客户包括温布尔登网球、安布罗西亚、滴露和老年痴呆症协会。地铁®品牌 · 地铁®品牌是世界上最大的潜艇三明治特许经营权，在 44,000 多个国家拥有 112 多个地点。 · 总部位于康涅狄格州米尔福德的地铁公司®布兰德于 1965年由弗雷德 · 德卢卡和彼得 · 巴克博士共同创立。这种伙伴关系标志着一个非凡旅程的开始，这使得成千上万的人能够在自己的事业中建设和成功。 · 地铁®是赛百味知识产权公司的注册商标。©2017 地铁知识产权公司 · 地铁®布兰德是英国政府公共卫生责任协议的坚定合作伙伴，也是唯一一个认可八项营养相关承诺的 QSR。地铁®Brand 减少了盐，消除了反式脂肪，在菜单板上显示了能量信息，在产品范围内减少了 KJ/Kcal, 增加水果和蔬菜的摄入，作为均衡饮食的一部分，减少饱和脂肪。

地铁土拨鼠日

案例简介：NEW SUBWAY® BRAND AD BY MCCANN LONDON SHOWS HOW SALAD CAN HELP BEAT THE DAILY GRIND London, June 14th 2017: Integrated creative agency McCann London is promoting the Salad range at Subway® stores. An office worker breaks free from the monotony of her daily routine with the help of a Subway® stores Salad, in a new TV commercial for submarine sandwich chain Subway® created by McCann London. In the spot, directed by Max Sherman at Blink and titled ‘Groundhog Day’, the young woman is stuck in a never-end cycle of mundanity as she repeatedly goes through her habitual working day – which is punctuated only by a bland, home-made sandwich. But, when she glimpses a cheeky thought-provoking poster depicting a Subway® stores Salad, everything changes. Suddenly inspired to discover something new and exciting, the woman tries a Subway® stores Chicken Teriyaki Salad and finds her daily grind transformed. The humorous film sits under the Subway® brand’s ‘Keep Discovering’ platform, which was launched last year to promote its wide variety of taste combinations. The campaign, which launches on June 14th, will be supported by radio, OOH, In-Store material and digital assets. Rob Doubal, Co-President and Chief Creative Officer at McCann London at McCann London said: “We’re really pleased to help sell salads at Subway. Because they do really good salads. And all we needed to do was jolt people into realising this. Max and the team at Blink have done a great job of bringing this jolt to life. Thank you all.” Sacha Clark, Marketing Director for Subway® UK & Ireland said: “Research suggests that customers tend to stick to what they know. With this humorous new TV ad we hope to show people they can get more out of their day with Subway® if they just break with the norm.” McCann London works with clients including Aldi, L’Oréal, MasterCard, Microsoft and Premier Foods. New clients include Wimbledon Tennis, Ambrosia, Dettol and The Alzheimer’s Society. The Subway® Brand · The Subway® brand is the world’s largest submarine sandwich franchise, with more than 44,000 locations in more than 112 countries. · Headquartered in Milford, Connecticut, the Subway® brand was co-founded by Fred DeLuca and Dr. Peter Buck in 1965. That partnership marked the beginning of a remarkable journey, which has made it possible for thousands of individuals to build and succeed in their own business. · Subway® is a Registered Trademark of Subway IP Inc. ©2017 Subway IP Inc. · The Subway® brand is a committed partner to the UK Government’s Public Health Responsibility Deal and is the only QSR to have endorsed eight of the nutrition-related pledges. The Subway® brand has reduced salt, eliminated trans fats, displayed energy information on menu boards, cut KJ/Kcal across the product range, increased access to fruit and vegetables as part of a balanced diet and reduced saturated fat.