2013 Winners & Shortlists

Brief Explanation

How fiery are Subway's new Fiery Footlongs? The answer: See what happens on Subway’s Fiery Footlongs shoot. What happens when you put together a quirky crew on the set of a food shoot with a range of Subway sandwiches that sizzle with hot, spicy flavours? We made a generic, cliche-ridden product category's communication fresh and made it tell a story, rather than just sell. Called Subway’s Fiery Footlongs “Inferno”, the ad paints a lighthearted picture of a food shoot that has clearly gone astray, as the crew members comically scramble to put out a fire on the set – in reverse. While one of them can only offer a blank stare, another dashes across the room in panic with a fully stocked bucket of water, and delivers its load onto an unfortunate colleague and the burning plate that she is holding. The slow-motion shots of our ragtag crew of misfits end in a delicious reveal – it is, in fact, three of Subway’s Fiery Footlongs that are the source of this sudden blazing inferno. The symbolic intensity and spicy flavors of these subs are then complemented by an enticing stock footage display of their ingredients and mouthwatering presentation.