This is the dinner where Dad tells Mary, Sara, Emily, Josh, Gideon, James, Sam, Michael... and Honey the big news. They're surprised alright.

Why this strategy? “They’re not the ones launching new sandwiches every week with 18 words in the name,” he said. “They’re reliable and consistent.”

Though Mr. Sub has high awareness levels, “it takes more than a loaf of bread to engage consumers and draw their attention in today’s media environment,” said Chad Borlase, co-creative director, BOS Toronto, of the decision to wait until the end of the spots to use a shot of a sandwich.

See also Mr Sub Bride and unexpect foreplay Hot Stuff

Update Mr Sub fires Bos over super super gay dad

Co-creative director/art director : Chad Borlase Co-creative director/writer : Gary Watson Account director : Sébastien Moïse Account manager/producer : Liz Hooper Director : Brian Lee Hughes Production company : OPC, Toronto Executive producer : Harland Weiss Producer : Donovan Boden Director of photography : Tico Poulakakis Editorial : Brian Wells School Editing, Toronto Transfer house : Notch Music : Ted Rosnick, RMW, Toronto

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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