triOS College & 241 Pizza - the Strategic Partnership?

Generally speaking, a strategic partnership links two or more brands together to form a mutually beneficial campaign. We've seen many of these over time and they can add great value to both marketers and consumers.

Then there's this one: triOS college, a Private Career College with 8 campuses in Ontario has recently teamed up with 241 Pizza to offer a free $500 bursary to any of their 20 programs just by picking up a 241 Pizza flyer (which is also being sent to over 3,000,000 homes in Ontario via direct mail).

You don't have to order any pizza to "win" - triOS is effectively offering a $500 off coupoon through a 241 direct mail piece. I learned about this promotion by watching a quick spot on Omni TV where annoying host Lucy Zilio told me to visit trios.com/241 . The link, by the way, has nothing to do with the promotion.

To summarize:

• triOS, which appeals to only a portion of education seekers is offering anyone $500 off tuition on one of their programs in "partnership" with 241 Pizza
• Neither party seems to be promoting this campaign on their websites outside of a generic link at 241's site to their "new flyer"
  
• You don't have to enter to win, buy pizza, etc. so it seems there's nothing in it for 241
  

This is less of a strategic partnership and more of triOS trying to embellish an ad buy on 241's flyer.

I'd love to know what redemption rates are on this poorly panned and horribly executed campaign... I'm just glad triOS doesn't offer a diploma in Marketing.

Too little too late?

There's something to be said about the timeliness of an ad campaign. In this month's Maxim Magazine, I noticed this ad for the "New Schick Hydro 3", which promises to be "a better shave than the Mach 3".

This makes me wonder...

- Why would Schick introduce a new 3-blade razor when the competition has been pushing their 5-blade Fusion series for well over a year?

- Why would they compare it to a competitive product that has more or less become obsolete?

I have to admit, I still shave with a Mach 3 blade. It meets my needs and I have never felt the urge to upgrade to a Fusion series.

That said, I really can't see why I would make a 'lateral' shift from a Mach 3 to a Hydro 3 when the next logical purchase would be the more advanced 5-blade razor.

Sooner or later, both Schick and Gillette will stop offering replacement blades in an effort to upgrade those of us stubborn 3-bladers. It is beyond me why Schick would invest into a market that is beyond mature.

I would love to see some market-share numbers on this category or get some insight from anyone who has some industry knowledge.

Still, I believe this product and campaign are too little too late...

Is Ronald on death row?

It's been a while since my last post... partly due to being busy and partly because I really don't think that there's been anything exciting to write about these last several weeks.

This morning something caught my eye that is very blog-worthy. Boston-based Corporate Accountability International, the lobby group that shut down "Joe Camel" back in the late 90s is at it again and this time, their target is the ubiquitous Ronald McDonald.

CAI believes that Ronald, as an attractive mascot for kids, has helped carve the McDonald's message into their young minds, contributing to the overwhelming childhood obesity, diabetes, etc. seen in kids today.

An initial survey showed that while the majority - 65% - said they had favourable impressions of Ronald (largely in part to the charity work that McDonald's does), 46% did agree that it was time to retire the 47 year old spokes-clown.

While CAI still has a long way to go on this battle, some analysts believe that it might make sense for McDonald's to concede since kid's meals are not the biggest share of their revenue and the corporation is still focused on growth in overseas markets.

CAI has won some important victories over the last 30+ years... I'm curious to see how this one pans out.

The iPad is here... but do you care?

The iPad is here! The new, sexy device from Apple has now been out for about 2 weeks and after months of geeky anxiety, does anyone really care?

The iPad, which is essentially an oversized iPod with some extra functionality, was the topic of choice for geeks for several months with loads of speculation, true (and false) leaks and multiple rumoured names.

More functional than an mp3 player but not as functional as a laptop, the iPad does have many great uses. It will rock as an e-reader with rich multimedia content built-in to certain publications. It could be a great medical device. It also acts as a personal entertainment device that's friendlier for viewing than an iPod and still pretty portable.

The price is still in question, since it does come in a 3G version that will require a hefty data contract over and above the purchase price, which starts at $499 USD. Some analysts expect the total cost of the iPad to reach $2,000 USD in the first two years if you factor in a data plan. This also doesn't consider the siginificant price differences between US and Canadian carrier rates.

Electronics power-site RETREVO did some research pre-and-post iPad launch to see what people thought of it. The results aren't looking that hot:

While the number of people who said they would like to buy one did jump from 3 to 9%, almost half of those who were aware of the iPad pre-launch (and were not interested in buying one) jumped from 26% to 52% that were not interested in buying post-launch.

I personally don't see a need for an iPad, as I already have an iPod and a MacBook, but I'm excited to see where Apple takes their new device.

I think most people will wait-and-see what the iPad can offer them. There's been a lot of hype for this device to revolutionize portable computing and the PC makers are already launching copy-cats.

I don't expect the iPad to have the same impact as the iPod, but Apple has been known to change consumer thinking and time will certainly tell.

LCBO's "Gay" radio ad

The LCBO has recently launched a radio ad in which a man comes home and calls out: "Honey? Babe? Mark?". Mark then replies and the two men have a comedic exchange about building a rooftop bar.

While not overtly "gay", I think it's a bold and fantastic move for the LCBO to produce an ad that includes "alternative lifestyles".

This isn't exactly the first ad of its kind, however I don't think any other government-run operation has ever made a move of this kind.

The ad is cute/funny without being offensive or politically charged... much unlike the Mr. Sub ad that I wrote about a while back, the inclusion of gay men in the ad is perfectly natural and reads the way it would had it been a male/female couple.

Good for the LCBO for recognizing all lifestyles equally and for putting out this ad. I wish that I had a link to share, but despite scouring Google, I haven't been able to find one... so keep your ears open!

Technology and Cause Marketing

Short text codes are pretty common these days where marketers invite you to text a message to a short number in exchange for offers, updates, etc.

While many of us are reluctant to invite marketers to reachus on our mobile phones, the short code does make certain things quick, easy and impulsive.

In wake of the Haitian crisis, the American Red Cross initiated an emergency relief campaign in which people were asked to donate $10 to Red Cross International Relief simply by texting "Haiti" to the short code 90999.

As of Friday, January 15, approximately 520,000 Americans had used the text campaign to donate $5.2 million for Haitian relief efforts with more coming in!

I can't help but believe that a good chunk of this success is the direct result of the simplicity of the donation process and fully commend the American Red Cross for this great campaign.

Let's keep those donations coming - those $10 add up really quick when we all work together towards the goal of helping those in need.

Listening to the customer... a great practice!

I've never liked Domino's pizza. It tastes completely manufactured with nothing fresh or real-tasting about it. Apparently I'm not alone.

Domino's recently launched a new ad campaign and website called PizzaTurnaround.com. The whole premise is that they asked consumers to provide candid feedback on their pizza and that the results weren't good.

Committed to change, Domino's has apparently changed their recipes to offer customers a better, fresher tasting pizza that addresses their concerns - and they want everyone to know it.

The entire campaign basically focuses on one key message: You spoke. We listened. Give us a try.

This campaign is enough for me to want to give Domino's a second chance, if for no other reason to see if there's been any improvement. I'm pretty certain that many people will do the same out of curiosity.

Kudos to Domino's for engaging their consumers and adapting their product to be more desirable. Too often do marketers try to convince consumers that their product is great rather than accepting criticism.

I think that this move will help Domino's regain some lost share and even pick up some new customers along the way.

How to spoil a great branding effort

I like the Telus brand. I also like the cute animals they use to push their "Future is Friendly" messaging.

As a frequent movie-goer, I also love that Telus has partnered up with Cineplex to bring us Telus Tuesdays, where guests receive admission, regular popcorn and regular drink for about half price.

To help promote the Telus brand in association with this great offer, a microsite was launched with all of the info including a cast of characters and branded popcorn bags. At first glance, I was pretty impressed with this campaign, both from a consumer's perspective and in terms of the strategic partnership created between Telus and Cineplex...

...then I grabbed my seat inside the theatre.

Before your movie starts, Cineplex typically shows 5 or 6 ads (before the trailers) and I've noticed that they often coincide with the expected demographic for the film about to be screened. This is a great revenue stream for Cineplex and a great way for advertisers to reach a captive audience within their demographic.

As I sat there watching the screen, anxious for my film to start I saw ads for WIND Mobile, Rogers Wireless AND Bell Mobility!

I have no idea what Telus is spending in order to present the Telus Tuesday combo, but someone really dropped the ball when not one, but THREE major competitors all had ads displayed in the theatre prior to the start of the film.

Sure, Telus had the last ad before the trailers hit the screen, but it blows my mind that they didn't arrange some sort of exclusivity agreement to prohibit competitor's ads from being shown on Tuesday nights.

One sure-fire way to spoil a great branding campaign is to fail to protect your efforts from the competition. I congratulate Telus for a fantastic promotion but they lose points for overlooking some pretty important details.

10 Worst Ads of 2009

BNET has posted it's top 10 worst ads of 2009. This year's selections range from a cheating Mrs. Claus to a cell phone customer gabbing about her STD.

My personal fave is #10 - the furniture store that offers goods for both black and white people! Glad to see that race relations are at an all time high in North Carolina!

CLICK HERE to check them out!

Viral success...but has it built a brand?

Once again, OfficeMax has released the ElfYourself greeting card builder and the social networking sites are flooding with everyone's hilarious creations.

ElfYourself is a simple, yet brilliant tool that lets you upload the faces of up to five friends into an interface. The photos become the faces of a bunch of elves. It then spits out a "greeting card" where your elves dance around the screen to a disco version of a holiday song - complete with disco dance floor, funky moves and camera angles. The ElfYourself is sure to get a chuckle from anyone who sees it. At the end of the sequence, you are given the opportunity to click and purchase holiday gifts (mugs, shirts, etc.) with your elf's face on i t from Office Max.

The ElfYourself site was launched back in 2006 by OfficeMax and reappears every holiday season with much anticipation and exponential usage - as a recurring "viral" website, it is probably one of, if not the most successful (in my opinion).

After a drop off in popularity last year, the added integration into Facebook and Twitter has caused a resurgence. OfficeMax's agency, Tribal DDB, also organized a flash mob of elves in New York to generate additional hype.

My question of course is - has it helped to build the OfficeMax brand; and more importantly, does it generate sales?

OfficeMax does provide a call to action to buy swag after watching the greeting card. The creator can also purchase a copy of the card for $4.99 to keep beyond the holidays.

I've searched the 'net trying to find out, but a Google search returns articles with lots of stats on views / hits but nothing about sales or monetization.

OfficeMax has hit a homerun with their fun take on the traditional e-card but I am dying to know what it cost them to launch/promote and if it has had any real impact on business... and more importantly, does it really matter in this case? Maybe OfficeMax just wants to spread some holiday cheer!

You know you need PR when...

If you've been reading the Toronto Star lately, then you;re probably aware of the ongoing pouring-in of stories from readers experiencing billing issues with the foreign-owned Toll Highway.

Originally planned as a bypass route through Toronto, the 407 was leased by the province to a private group in 1999 for $3.1 billion over a 99 year term. The highway currently has an estimated value of over $10 billion.

As much as I would love to rant about the government's very poor decision to sell the 407, I'll do my best to stay on topic.

According to the 407 ETR website, a motorist enters a contract with 407 ETR as soon as they get on the highway. Terms and conditions are automatically accepted even though the only way to read them is either on their website before your trip or on the back of an invoice.

The Star began an investigation of the 407's billing practices after a number of readers wrote to complain about receiving unexpected bills or bills with a great deal of interest attached to them. The 407 has so far been uncooperative in responding to complaints.

In this morning's paper, the 407's owners sent out a message to consumers who questioned their billing practices: Don't drive on our highway.

I am not a Public Relations expert, but I think that perhaps the 407 needs to reconsider their statement.

I drive on the 407. There are times when I find it faster and more convenient and under those circumstances, I don't mind paying a few dollars for the convenience.

That said, there is always an alternate route, and many people will put a priority on pride over a shorter commute.

The problems with the 407 are largely a direct result of the province's decision to sell and will likely get worse should the parent company not consider a more friendly approach (or failing that, some form of government intervention).

I've been fortunate not to have any billing issues with the 407 (other than my issues with the cost in general) but based on their recent comments, I am strongly considering using alternative routes.

In the interim, the 407 needs to address these billing issues and start working on a plan to regain consumer confidence. If anyone over there wants to give me a call, I can recommend a few great PR agencies.

Social Media and the Law... again!

Tween pop sensation Justin Bieber caused a riot at Roosevelt Field Mall in Long Island, NY this past week when he was scheduled to appear for an autograph signing.

While you probably don't care, the story does get interesting since the use (or lack thereof) of his Twitter account lead to the arrest of James Roppo, a representative from Bieber's record Label.

According to the Associated Press, a huge crowd had formed to catch a glimpse of the mini-star and crowding/shoving was becoming a safety issue.

Police asked Roppo to help disburse the crowd by sending out a Twitter message notifying fans that Bieber would not be allowed into the mall until things calmed down. When Roppo refused, he was arrested on several misdemeanor charges, including "failure to cooperate with police".

Despite this strange request, two Tweets were seen on Bieber's Twitter account at 4:30pm and 4:33pm first asking the crowd to calm down and leave, then stating that one of his people had been arrested.

I really don't care for Bieber or this article, but the fact that refusing to send a Tweet contributed to a man's arrest is something worth discussing. Just recently, I posted a blog about how a man's Facebook status saved him from jail. Now we're seeing the other side of the spectrum.

There is no doubt that Social Media is becoming more and more important in our lives but I really struggle with this particular incident. Even if Roppo had agreed to send out the Tweet, the police were going on the assumption that a large majority of the existing crowd would see it instantly and just pack up and go.

Twitter is a great way for an artist to keep in touch with his or her fans by letting them have some insight into their life or by notifying them of upcoming events. It is not a method of crowd control.

It will be interesting to see how this - and future cases - progress when Social Media comes into play.

Interactive Trailers... Stepping it up!

Online trailers for games and movies are nothing new. Apple has owned the movie trailer space for ages. Now YouTube is a major player. Afficionados flock to trailer sites to get whatever sneak peeks they can into upcoming titles. A well produced trailer can generate lots of hype and even go viral, giving the release a significant marketing advantage long-before the release date.

Until recently, the trailer has always been a short clip (usually 3 minutes or less) showing some of the title's best material from action shots to funny moments to scary scenes. The one thing every trailer had in common was that it was just a video.

This all changed last year, when Nintendo put out an interactive trailer for Warioland Shake It. What made this trailer awesome is how the YouTube page started to shake and crumble as Wario did damage in the actual game trailer.

I was recently refered to GameTrailers.com to check out a new trailer for the latest chapter in the Resident Evil series... Resident Evil: The Darkside Chronicles. The result was far more enticing than anything I could have imagined and something anyone interested in the Interactive space NEEDS to see.

This is the perfect example of what a trailer can be. I can tell you that after seeing the trailer, my excitement level for this game is way higher than it would have been with a normal trailer.

I can't wait to watch as designers battle for the next awesome trailer and look forward to watching the trailer evolve into a truly exciting and interactive marketing tool.

Check out the two trailers here:
Warioland Shake It
Resident Evil: The Darkside Chronicles

Facebook Status Used as Alibi

On Saturday, October 17, 2009 at 11:49am, 19 year old Rodney Bradford updated his Facebook status from his father's apartment in Harlem to say: "Where's my pancakes?"

In a recent court case, those three words were accepted by the judge as an alibi and got Rodney off of alleged armed robbery charges that took place moments later.

This is a unique first and, from my perspective, a very dangerous precendent.

After being arrested for alleged participation in a mugging at gun-point that took place around the sane time, Bradford's lawyer, Robert Reuland used the Facebook status (along with testimony from Bradford's father) as an alibi proving that Bradford was, in fact, in the apartment at the time of the robbery.

Facebook provided evidence (using IP tracking) that the posting did, in fact come from the apartment at that time.

With Social Media playing an increasing role in our lives, I expect we will be seeing more of this in future legal cases. On one hand, I'm glad to see Bradford's name cleared. On the other, this creates a scary precedence.

Anyone can update your status if they have a username and password. What is stopping someone from now planning to commit a crime and having a friend login to their account from their home right before the crime is committed and type in a status update?

Social media sites have been used in court cases before. They have been used to demonstrate infidelity in divorce cases or to check in on sick employees.

Social media brings a lot of good into our lives, but the Bradford case just proved that technology can also add a whole other layer of complexity to our lives. I look forward to reading about future cases where Facebook and other social media sites play an active part in court cases.

You can read the full article on the Bradford case by clicking here.

The iPhone generation

Got a sweet tech toy but no degree? No worries! According to a study by consumer electronics e-tailer, Retrevo, 75% of iPhone users don't care!

Retrevo polled a number of iPhone users to get a feel for who these people are. The results are pretty shocking (not to mention shallow). Check this out!

Retrevo asked, "What makes a person most attractive to you?" iPhone owners prefered cool gadgets over a college degree three to one.

Really? Listen up kids... save yourself THOUSANDS of dollars on tuition, books, etc. and just grab yourself an iPhone. Now leverage those relationships to haggle your way into a job. Think of the time and money you'll save!

One in three iPhone owners has texted or emailed their significant other to break up.

I know some people are afraid of confrontation, but that's just plain cowardly! Makes me wonder if it would be appropriate to respond to a breakup text with a crying emoticon :'(

One in three iPhone owners say that, if their partner had out-of-date gadgets, it would be a turnoff.

Not getting enough action from your significant other? Better get that Windows 7 upgrade, stat! Coincidentally, I was actually mocked just this afternoon (jokingly, I hope!) for working in marketing and using a PC instead of a Mac. At least now I know I can skip the gym in favour of a new gadget.

One in five iPhone owners admits to frequently watching “adult material” on their iPhones. (Twice as many as BlackBerry owners).

I'm actually surprised only one in five admitted to this. And what's up with those snobby Blackberry users... they're too good for porn on the go?!

One in four iPhone users has broken up with their partner because that person spent too much time on their mobile device.

Sadly, I can totally understand this. Mainly because every time I get my hands on an iPhone or iPod Touch, I get drawn into the cute little apps and ignore the world around me. This is precisely why I've stuck with my outdated "click-wheel" iPod. Based on the previous stats, this also makes me a turn-off to other iPhone users!

Compared with other cell phone users, iPhone owners are more likely to see themselves as media buffs, extroverts, and intellectuals.

The key words here are that they "see themselves". I know some pretty stupid people with iPhones.

I'm not entirely sure if the "study" is serious or a joke. The scary part is, I can totally believe that their findings are accurate. Either way, I suggest you entertain yourself by reading the blog entry.

Funky Bunky

So today's blog is actually more of a plug than it is an actual entry, but there is still a lesson to be learned.

A family member has recently started a new company called Funky Bunky. They are creating custom-made playhouses, dog houses and bunk houses. Since symmetry sucks, the Funky Bunky has a pretty unique design with crooked windows, doors and roof.

My nephews think this is the greatest thing in the world and Fido will definitely get a kick out of his new home as well.

I would encourage anyone with kids, an outdoor dog or a cottage to check this out!

Check out the Funky Bunky promotional video below and please tell your friends!

Can the Microsoft Store last?

Yesterday, Microsoft opened its first retail store in Scottsdale, AZ. The grand opening seemed to be pretty successful with an estimated 500+ guests lining up for a first glance at what many have dubbed a "rip off of the Apple store".

While a huge grand opening is nothing to scoff at, I have to wonder if Microsoft can pull it off in the long-run.

Let me start by saying, I'm still a Windows guy. I work from an HP desktop running *cough* Vista and am anxiously awaiting my Windows 7 upgrade disc.

Let's start by looking at Apple. When I first started working in the CE industry, Apple held a measly 3% of market share in Canada. Less than 5 years later they had broken into double digits and continue to see an upward trend.

Though many attribute Apple's growth in the PC space to the iPod, there are a few other things that Apple did right. First off, they made their products simple and stylish. They backed the appearance with an easy to use, stable operating system. They topped this off with clever ad campaign but even more-so they educated the consumer.

Apple's retail success has been based on 2 key factors - education and connectivity. Apple makes their own hardware and software so everything is truly integrated. Yes, they force you to work within their walls, but the end result is a simplified and secured computing environment where things just work.

By setting up the genius bar and allowing people to explore the Apple OS, talk to true product experts and make an appointment for one-on-one support, Apple has made the experience so user friendly that it's no wonder people want their products.

Microsoft launched their retail store at a good time - to coincide with the launch of Windows 7, which has a lot to live up to. Consumers were pretty unimpressed with Vista (anyone remember Windows ME?) and giving them the chance to really get a feel for what Windows 7 can do will help revive consumer confidence.

What worries me the most about the Microsoft store is the disconnect between hardware and software manufacturers. The MS store is featuring products by both Dell and HP, which makes a great deal of sense, but what about other partners like Toshiba, Sony and Acer?

While Windows 7 does make connectivity super-easy between multiple computers, printers, xbox 360 and other devices, there are so many peripheral makers and so many add-on software tools from so many developers that it's no wonder a few poor download choices and your system starts to slow down and get errors.

Microsoft has tried retail partnerships in the past and they've never worked out. While I think showcasing the power behind their OS and how you can connect your home is a great idea, I can't help but think that a store-within-a-store concept might have been a better way to go.

That said, Microsoft has a lot to show off - everything from computing (Windows) to search (Bing) to gaming (xbox) to entertainment (Zune) and you need lots of space, lots of product and lots of staff - which means a retail store is necessary.

New stores are set to open in the coming months and I'd love to see how this pans out for them. The success will be based on innovatice product offerings that drive people in and the overall customer experience. This should be an interesting endeavor to watch.

The Power of Viral

Ever heard of the "Three Wolf Moon" tee? If you're on the Internet, there's a good chance you have.

What is so important about this Internet phenom? Absolutely nothing. But somehow, the shirt, distributed by a New Hampshire-based wholesale company called The Mountain has become the #1 selling apparel item on Amazon.com.

The phenom started when pranksters started creating reviews for the shirt on Amazon which told of the "power" of the shirt.

According to reviewers, who have flocked to the site in droves to create their own stories, the shirt helps men attract women. For example, one reviewer wrote:

"This item has wolves on it which makes it intrinsically sweet and worth 5 stars by itself, but once I tried it on, that's when the magic happened. After checking to ensure that the shirt would properly cover my girth, I walked from my trailer to Wal-mart with the shirt on and was immediately approached by women."

Some of the stories/reviews are absolutely hilarious. Others, just plain stupid. There's even a fully produced video review! Either way, this plain old tee has been reviewed over 1,500 times on Amazon with more appearing daily. The shirt has also hit mainstream after being worn on TV by the likes of Rainn Wilson in The Office.

The Mountain reported a 2300% increase in sales of this one shirt alone and while they don't seem to mind the sales, they're keeping pretty quiet about it stating that they're not huge fans of some of the comments being posted by readers.

Others trying to capitalize on the shirt-sensation have created the "5 kittens" and other not-so-cool knock offs.

The moral of the story: the viral capabilities of the Internet can make just about anything a success. Some clever marketing and a little bit of luck can help make your product a huge phenom.... even if it is just a fad.

For a whole lot of laughs, check out the Three Wolves reviews on Amazon.com by clicking here.

A very "cool" invention

Dyson has come up a "cool" new invention. Introducing: the Dyson bladeless fan!

Most commonly known for the pricey, yet powerful line of vaccuums, James Dyson also invented the "air blade" - a powerful hand dryer that uses "blades" of air to wipe the water from your hands rather than simply blowing on them to evaporate the water.

The Air Blade, which is starting to pop up in more public washrooms, was the basis for the Dyson Fan.

"The Dyson Air Multiplier works by using innovative airflow engineering to pull air up through an energy efficient brushless motor in its base, and force it up into the loop amplifier at the top, where the air is amplified 15 times by drawing surrounding air into the stream. The air is then expelled over an airfoil shaped ramp that channels its direction. According to Tuesday's press release, the fan generates 405 litres of air every second." - Source: www.ZDNet.co.uk

According to the press release, the bladeless fan, which comes in 10 and 12" units is quieter, safer and easier to clean. It is light-weight and the base is removable for easy storage. The price may be inhibiting at an expected MSRP of nearly $300.

Either way, I'm happy to see that innovation is alive and well. I would love to check one of these things out, but for the price, I'm more likely to install a good ceiling fan.

Congrats to James Dyson for doing it again. I look forward to the next invention!

Mr. Sub fires agency over "gay" ad.

Mr. Sub has fired it's ad agency BOS after receiving complaints about a TV ad that "promoted homophobia".

The ad begins with a rather large family sitting around the dinner table. The father then "comes out" to his wife and excessive number of children by claiming to be "super, super gay".

The comlpaint was officially filed by Shannon Devine, a communication director for the CAW, which represents a significant gay, bi, lesbian and transgendered community.

While I have to admit, I'm not normally a big fan of the CAW, I have to agree with them on this one. There's a fine line between funny and offensive and Mr. Sub really crossed the line with this ad.

Their message is: "not everyone likes surprises" with the intent of showing that you always know what to expect at Mr. Sub. The complain from the CAW claims that the ad belittles the incredibly difficult process of "coming out".

Frankly, it is completely beyond me how this is supposed to sell a sandwich. As long as I can remember, Mr. Sub has always attempted a little bit of humour in their advertising. This time it went too far.

I'm all for building an edgy ad - even one with a hint of controversy to stir up some conversation - but there are certain topics you just don't mess with.



Does this ad offend you?