As many of you I'm sure have seen, Dominos is attacking Subway needlessly in their "People prefer Dominos subs over Subway two to one in a taste test" campaign. Thank you, once again Crispin Porter Bogusky. Here are my problems with this campaign, which have been summarized nicely by several other people:
1) As AgencySpy puts it, people who eat Subway subs will not substitute Dominos subs. Dominos subs aren't healthy, so of course they taste better! That's like saying I like chocolate bunnies better than carrots. Of course I do, but that doesn't make them equal.
2) This campaign has become like the other CPB campaigns. More about the agency than the client. This only improves CPB's image of being out there and dangerous and risk-taking and innovative. It does not focus on the needs of Dominos and the needs of its consumers.
3) This was aired during American Idol:
In response as to why, the CEO had this to say: The letter arrived from Subway earlier this month. Upon receiving it Brandon challenged his marketing team and lead agency Crispin Porter+Bogusky, Miami, to come up with a plan to leverage it. "I said ‘listen this is a bit if a swipe at us, suggesting there is an integrity issue around the test we did and how we did. I don’t like it,'" Brandon told Brandweek. "It made us want to scream even louder about our two-to-one taste claim results. When they asked me to be in the ad, I had to be a team player.”" Domino's plans to continue running the ad for awhile.
Let me reiterate: "When they asked me to be in the ad, I had to be a team player."
No, I think this kind of response, while attention getting, is childish and a response like that is spineless. If you wanted the commercial done, own up to it. If you didn't, don't do it. Don't make your agency take the fall. In the end, your agency needs you more than you need your agency. Even though, I know every agency wishes it were the other way around. However, that dynamic creates an atmosphere where the brand gets to portray itself as it desires rather than the agency (ahem, CPB) showing itself off. With that kind of power, they should be doing the most insightful work possible, not the most annoying/craziest.
Now, I am off to get some Subway.
2 comments:
Yay Subway! I used to be a Sandwich Artist back in the day... to think I went from sandwich artistry to art direction. Strange, eh?
I already commented on this campaign somewhere, can't quite remember, but I actually sort of liked Domino's response. This was a case where CP+B won Domino's because they wanted to take on a sharper personality, and CP+B could help grow that personality with them. The other part is, yeah, sure it sucks that Subway's getting called out on their taste, but there's truth to the statements. I get that it's a pretty hard hit, but Domino's selling prop is great taste--Subway just has to get creative. So they've got a challenge ahead of them, but that just means that Domino's did a great job of throwing themselves firmly into the mix. Now Subway just need to work harder and smarter to make sure that they position their product in a new, innovative, compelling way as a great, cheap, HEALTHY alternative to other fast food meals.
My frustration with the ad is that it's more that its another of the same from CP+B. This last year they've been all about hidden cameras and taste tests (Freakout, Virgins, Dominos vs. Subway, Windows Vista, etc.). Previously CP+B loved their musicals (Truth campaign, BK again, answers.com)
I know it works because they're totally different industries, but I would love to see Crispin giving each of their clients more unique executions.
Post a Comment