Quizno’s Following In Burger Kings “Foot”Steps With Their Classless Torpedo Commercial
Not sure what is going on with fast food and branding but apparently making bad, offensive ads are where it’s at. Here’s one from Quizno’s that has references to homosexuality and anything else you can see in this sick, offensive spot.
Some memorable lines:
“Not gonna do that again, I burn” Referring to masochism
“Put it in me, Scott” Referring to the phallic name “Toasty Torpedo”
Seriously, what is the brand strategy here? Gay men that are masochists will want to shop for the “foot long”? I just don’t get it? It’s not funny…whatsoever.
Rebecca Steinfort is responsible for Quiznos? domestic marketing efforts, including building a marketing strategy that attracts and retains guests, determining the overall brand message and media plan, and promoting Quiznos? Delivery and Catering Program. Prior to joining Quiznos in early 2007, she spent seven years in the telecommunications industry in a variety of strategic, product and project management roles.? Rebecca also spent six years consulting to consumer products, retail, and technology companies earlier in her career.
Help me out here, does this ad work?
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April 17th, 2009 at 9:13 am
I am a female Art Director in London and I don’t have a problem with the advert. Here in the UK advertising is allowed to be more than just marketing and brand strategy. It can be silly, naughty, a little left-field and refreshingly off-brand. Sometimes those factors work better with the consumers who have become very savvy and cynical to branding and marketing strategies. I think the US needs to bring fun and silly back into advertising and stop being too PC. It might help them win more awards!
April 17th, 2009 at 9:17 am
I don’t think it has anything to do with PC but more to do with why would I run out and buy their “Torpedo”? If anything this commercial makes me not want to buy it because let’s face it, two men eating a foot long ain’t my thing.
April 17th, 2009 at 9:42 am
Right there with you Scott. At first glance I didn’t find this nearly as stupid as the BK one, but I can’t see how this would make any one run to their local store to buy one.
I think Elle is missing the point of advertising – it shouldn’t just be about being silly and fun. The point you’re constantly (and correctly I might add) pushing is that the goal of advertising is to drive more business, not just awareness.
BTW, I saw that BK ad last night. It’s one thing to see via YouTube, but my jaw dropped when I actually saw it on tv. I absolutely cannot believe that someone thought that ad would work. I mean, can you imagine that meeting? “Hey, we have a great idea for a new ad. We’re going to use a phone book and play a rap song.” Then someone had to say, “Hey, I love it! Let’s do it!.”
April 17th, 2009 at 10:17 am
Will this we a nationally run ad targeted to everyone? Or will it just be shown on a gay porn cable station?
If the average male understands what is going on in this commercial I think they might develop an aversion to melted cheese on a foot long and any other food product placed in a burning ass… I mean oven.
The joke is kinda old… I think everyone has thought of the connection, but just because people think of the connection they don’t necessarily need to see the visual dramatic version. A little more subtlety might have done better.
April 17th, 2009 at 10:18 am
“be” not “we”
April 17th, 2009 at 1:07 pm
This is nationally run. It’s no joke, as a matter of fact it’s on all the time. Again, call me old school but the reason we would do an ad for a client is to make sales. At least that’s what my clients seem to like…sales.
Not only is this not really funny but it makes me avoid Quizno’s. I can honestly say the last thing I want to eat is a Torpedo. At least not with Scott.
April 17th, 2009 at 1:07 pm
I agree with Elle. People need to loosen up a little and understand that this isn’t a political statement or a subversive attempt to make you more homosexual or masochistic. It’s just a stupid TV commercial. While the commercial is fairly short on creative, it’s mostly just plain silly. As has been said many times, I would love to hear the pitch for this. How do you even begin to justify this as a good idea?
April 17th, 2009 at 5:27 pm
Rather have this ad than the Domino buttheads…
June 16th, 2009 at 9:06 pm
Elle, with respect – advertising is meant to sell products not win awards for creatives. Get your priorities straight. This commercial has nothing to do with making me hungry for Quiznos and everything to do with silly. Can anybody tell us if market share increased with this effort.
On the other side, maybe the “put it in me, Scott” comment could have been strategic to cause some controversy and generate free publicity. It’s not unheard of. Personally I think that this kind of effort hurts brands more than helps them. I switched from Subway to Quizno on the taste of one sandwich. Usually their advertising makes me want to try it.
I’m afraid I won’t be bending over for this latest effort.
June 19th, 2009 at 10:09 am
I second Elle’s post. Stale, dry, PC advertising melds into one big pot of bland nothingness, and consumers ignore it like a fishing special on ESPN. Connecting with a targeted audience, as opposed to generically hyping everyone on some new flavor, is an infinitely more powerful strategy.
This Quiznos spot has nothing to with attracting homosexual males. It’s actually geared toward young, horny, testosterone-filled males. A demo so bored by bland advertising, that any agency with testicular fortitude and a brazen client undeterred by corporate stodginess can enrapture by putting something on TV that you wouldn’t expect to see.
As a member of this demo, I can attest. We sit there and watch the commercial half stunned, wondering if jokes typically confined to the bar stools are about to be displayed on national TV. When the brand comes through, it’s almost heroic. They got away with it. Like the kid who tells the substitute teacher he has a different name while everyone else snickers. Of course it’s immature, but the rest of us see that kid in a hero-esque light.
I’m sure plenty of people will disagree, but that is the point. These spots hit a certain demo right square between the eyes. And we talk about the spot. And then go try it out. The strategy might alienate some, but too many brands play it safe these days, attempting to please everyone but instead stewing in a pot of obscurity. Then you end up with Howie Long as your spokesperson. And no one wants that.
June 23rd, 2009 at 7:22 am
“bending over” Ed, pardon the pun!