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Chur bella! National stereotypes to the fore in Subway’s comparative campaign

Youtube VideoThere are many differences between New Zealand and Italy. We’re more likely to have milk with our coffee, our menfolk generally only wear budgie smugglers at the beach if they’re triathletes or surf lifesavers, and our prime minister’s parties are pretty tame in comparison to Silvio’s. But as Publicis Mojo’s latest campaign for Subway’s Italiana range shows, there are a few similarities between the two laid-back countries, including a striking upside down geographical resemblance.

The ad was shot by Greg Page from Flying Fish, there are some good colloquial radio executions (Subway Pizza, Subway Meatballs and Subway Chicken) and the print ads go down the same comparative route, with the quintessentially Kiwi Swannie pattern mingling nicely with the quintessentially Italian red and white tablecloth in the poster. But the geographic resemblance has been pointed out before. In fact, according to Te Ara, the upside down boot factor was even used by a 19th-century promoter of Italian immigration hoping to get a few more poverty-stricken Italians to come to New Zealand in search of ‘la bella fortuna’.

Credits:

ECD: Lachlan McPherson
Creatives: Guy Denniston, Hadleigh Sinclair, Jack Delmonte
Account Director: Belinda Dick
Account Executive: Elliot Skinner
Planners: Dean Divehall, Hayden Baker, Paul McElwain, Graham Ritchie
Agency Producer: Liz Garneau
Client: Head of Marketing: David Herrick
Marketing Co-ordinator: James Darby
Director: Greg Page
Producer: Kerin Casey
Grading: Pete Ritchie, Toybox
Music: Joel Haines
Editor: Jarrod Wright

 

 

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