Thursday, August 03, 2006's extra cheesy pitch video to Subway goes viral

I came across this story through Steve’s bellicose posting. I started to write a contrarian post to defend’s much mocked-after video pitch to Subway, diligently posted on Youtube for the world and its viruses to enjoy. However, after reading comments on AdFreak, Adrants and on Youtube, I changed my mind. There is ground for reputational damages.

I thought that the clip’s cheesiness was a cultural trait but to my relief, most bloggers across the pond found it heavy to digest too. Yet, I do like the idea of doing a pitch video of a team doing a pitch video and I can see while a client would like to work with such motivated, jargon-savvy and enthusiastic team. There is nothing remotely interesting happening throughout this 9 minutes movie. It’s like watching “The Office” without the irony. Yet it was viewed 20,720 times since it was posted 2 days ago (that’s a big number). It attracted 170 comments (that’s big too, even if we minus the agency’s staff). It certainly didn’t let its viewers indifferent... and that is the snag: this viral effect was fuelled by derision.

This will impact’s credibility and could drag Subway’s down too, by association. A perfect example: Coudal, a Chicago based integrated agency made a spoof video where they take the piss of’s movie while spitting out Subway’s sandwiches. I could see that easily snowballing into an & Subway spoof video parody frenzy. Both brands will not escape unscathed. I hope that gets the business to bring a happy ending to this.

1 comment:

Anonymous said...

I was going to ask if won the pitch, but it seems they didn't: