Above+Beyond takes Subway to Naples for ‘Pizza Sub’ Campaign

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by Mark Johnson

In its latest TV ad, Subway heads to Naples, the home of the pizza, to test out its subversive new Pizza Sub on the city’s pizza traditionalists.

London-based agency Above+Beyond’s new TV ad, made in documentary style, purports to capture the reactions of Neapolitan pizza purists – some furious, some bemused, some in total disbelief – as they are faced with Subway’s unconventional approach to pizza.

Taking the pizza 

The Subway team flouts the pizza establishment in the beautiful Italian city by introducing a new way to eat “pizza”, with options that reflect the UK and Ireland’s true pizza preferences including BBQ chicken and Sriracha.

Pizza purists: Subway campaign tested the staunch traditions of Naples

“Our guests are going to love the Pizza Sub”, Colin Hughes, Country Director, Subway UK & Ireland said. 

“Our innovation cycle speaks to our guests’ taste-buds, and with our 21 new and improved ingredients, and new products like these Pizza Subs, we’re offering our guests exactly what they want.”

David Billing, Chief Creative Officer at Above+Beyond said: “Oven-hot on the heels of our punchy launch ad which saw the Subway set ram-raided in protest against the level of customization offered to guests; we’re now bringing the fight to pizza traditionalists – on their own home turf of Naples.

Sorry Italy: A&B's cheeky new Pizza Sub campaign for Subway challenges Neapolitans
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