With profound apologies to the people of Italy: our campaign for the new Pizza Sub

To celebrate Subway’s latest product launch, we headed to Naples, the home of the pizza, to test out Subway’s subversive new Pizza Sub on the city’s pizza traditionalists.

Made in documentary style, our TV ad captures the reactions of Neapolitan pizza purists – some furious, some bemused, some in total disbelief – as they are faced with Subway’s unconventional approach to pizza, and topping options including BBQ chicken and siracha.

The TV campaign is supported by Digital, Radio, OOH and Press activity including Renaissance artworks – turns out you can mess with a classic.

Agency Above+Beyond
Director Greg Bray
Production Co Mad Cow
DoP Christian Datum
Sound Design No.8
PR & Social Media Good Relations