Subway Puts Ad Account On The Menu As 'Anti-American' Ads Come Under Attack

Diet-conscious fast-food sandwich chain Subway, which parted with Fallon in June, has officially placed its $220 million global ad account in review. McCarthy Mambro Bertino (MMB), which has been acting as interim agency for the Subway Franchisee Advertising Fund Trust since its split with Fallon, will participate in the closed review.

New York-based Joanne Davis Consulting is handling the search/review process, but the company would not say whether unbundling media is an option.

Michele DiNello, director of corporate communications at Subway, said a decision would be made in time to launch new advertising in the first quarter of 2005, but would not say whether fat-melting spokesman Jared will play a role in future campaigns.

Meanwhile, the National Legal and Policy Center Wednesday called on Milford, Conn.-based Subway to stop an ad campaign in Germany it deemed anti-American. Subway restaurants in Germany, it said, are utilizing tray-liners and posters promoting the film "Super Size Me."

The ads show an obese Statue of Liberty holding a package of fries and a hamburger and begin with the headline "Why Are Americans So Fat?" Next appears a Michael Moore quote: "The only time I have been scared for my life has been going through a McDonald's drive-thru."

The ads conclude urging consumers to watch "Super Size Me," "A true fat film by Morgan Spurlock ... Now in theaters!"



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