The classic cause/effect ad campaign: Jared and Subway

Saw this newsletter in my inbox today...thought it would be appropriate

PUBLISHER'S NOTE: TOUR DE PANTS
I once visited the apartment of the man who owns Subway; it was stunning in size, decor and by every other measure. He had lent it out for a book signing party. Later that night, all I could think of (being the classy guy that I am) was: " My God, they're just sandwiches. And I actually prefer Blimpies." It made me mad. It made me hungry. It also made me interested in the backstory and that led to Jared Fogle — the man who lost 245 pounds by exercising and eating Subway sandwiches and who, as spokesperson for the chain since 1998 humanized the simple message of fresh fast food in a world of greasy competitors. Since that time, I have had nothing but respect for how these guys stay on brand message. Now, on the 10th anniversary of Jared's weight loss accomplishment, they are at it again with a beautifully integrated campaign that engages consumers at a time when disengagement is the norm. Listen to this. Subway takes to the road with a national tour — the "Tour de Pants " — to promote a new three-point childhood obesity prevention plan. The six month odyssey is making stops at the food festivals, NASCAR events, American Heart Association walks and the like. The plan offers funding for school nutrition and fitness programs, and gives parents tools to make healthy food choices for their children. During the tour, people can photograph Jared with his "fat pants," collect a Jared trading card, and obtain tips for healthy dining out. The campaign includes a sweepstakes to appear with Jared in a commercial. Visitors to the website can upload videos congratulating Jared on his milestone, post weight loss stories, or download a personalized photo. Online games encourage people to choose healthy foods in order to win. Traditional media plays a role, too, with print ads and instore signage promoting the tour and focusing on healthy eating for children. Jack Morton Worldwide is handling the website and events, and MMB is in charge of creative. Genius? No. Rocket science? No. Brain surgery? No. A blueprint for involving consumers in a way that makes sense, serves a positive cause, and intelligently advances the brand once again? Yes. Yes. Yes. By the way, I can no longer walk past Blimpies without believing the meat is fatty, the bread stale and the lettuce wilted. That actually stops me from eating there more than twice a week.

— Gordon Kaye
© 2008 GDUSA

Cause & Effect: Urbanite Magazine

In working through my cause/effect concept and ad campaign, I chose Urbanite magazine as my publication. Being new to Baltimore, I thought this would be a perfect opportunity to get to know one of its local publications. One thing I loved about Boston (or love) were its local reads: my favorite being The Weekly Dig. Urbanite reminds me of a hybrid between three Boston alternative weeklies: The Dig, as well as The Improper Bostonian, and The Boston Phoenix. It's a nice mix of social commentary, "ism" awareness, entertainment, and community.

 

So, I ripped my show and tell assignment from this mag—perfect! I found three ads, posted here.

 

The Associated:

I don't think this ads screams anything unique, particularly, but I thought the designer pushed enough of an envelope to grab my attention, as well as slipped in a couple of sly effects to seal the deal. I love that the designer went cliche with the type treatment: huge, bold black letters, jumping off the page. I say it's cliche because, I'd imagine, most savvy, up-to-date, hip media consumers (which Urbanite readers presumably personify) will likely automatically associate dramatic typography with some kind of "contemporarily-expressed" social message. At least I will—and dramatic typography alone will entice me. Then, of course, the first "line" reads: "Think Jews..." We, the audience, don't expect to read racial slander, but there something that sounds rude about the line, rudely intriguing. I would say the entire sentences achieves said effect. Nothing else about the ad attracts me. In fact, the last line nearly provokes me to cry: "The Baltimore Community is Associated." I understand why...but UGH.

 

I'm actually not sure this is a true cause and effect ad—not in the "hey you, this is a call to action" sense.

 

Urbanite Project:

The ad is sleek and modern, cool and hip, like the cool hipsters reading the mag and involving themselves in the project. It's a cute ad. The egg makes you wanna probe more, see what's looming, what's peeking through the shell. The image supports the ad's claim of what the designer wants us to do: "Expected the Unexpected," is the call to action, "Wait and see what's in store...find out or get involved (since it's a project??) implied. It's kind of a stretch, but I guess it works.

 

MAC:

This feels more like a cause/effect ad than the others in that the "call to action" component is clear. They want us to join their gym. "If you join our gym, you'll be stronger than your excuses...because we don't judge you and stand in your way...come as you are and you'll be stronger than your excuses." Enough said.

 

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Visual drama matters—the ad MUST have a dramatic visual element, or what I'll call a center of visual impact. The issue matters and needs to be clearly expressed through the accompanying copy, but, and especially if the audience is diverse or the target publication is not specialized, it's an ad at the end of the day—it needs to have an immediate, and racy, visual impact on the audience. The image choice needs to be clear, focused, central, and able to emotionally provoke the audience. For my campaign, at least, I think it needs to. Rules are not rules when it comes to design. Rules are relative. 

 

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I see you bubbling all over the place -- you're yeasty, and I think it's grand!