Subway's new rebrand was recently launched with its 'Make it what you want' by Above & Beyond campaign. The campaign features a video beginning with a selection of vegetables but suddenly has a car smash on the set which provokes fights by the restaurant's competitor's fast-food mascots. The mascots resemble Ronald, Colonel Sanders, and Burger King, who are fighting against giving consumers "this much choice."
The 'Make it what you want' campaign highlights the amount of customization Subway's revamped menu gives customers as part of the brand's new "Fresh forward" design. The new campaign video was directed by Michael Clowater through Smuggler and will appear on ads on television, online, cinema, radio, digital, print, outdoor, social media and in-store.