Saatchi & Saatchi Helps Subway Get Ahead of Competition with Ads Created by ChatGPT

Saatchi & Saatchi Helps Subway Get Ahead of Competition with Ads Created by ChatGPT

News by Anja PaspaljAnja Paspalj
Published: June 14, 2023

Brands and agencies are continuing to explore ChatGPTand big names like McDonald’s, Burger King, and (now) Subway, are no exception. 

Both McDonald’s and Burger King have recently leaned into their competitive sides by releasing side-by-side ads created with the help of ChatGPT.  

The fast-food chains asked ChatGPT questions about their burgers, highlighting their familiarity with consumers. “What is the most iconic burger in the world?” asked McDonald’s. Burger King quickly followed up with: “And which one is the biggest?” 

Subway has now joined the conversation in a campaign created by the advertising agency, Saatchi & Saatchi

Following a similar approach to the existing fast-food ads, Subway is using AI-created copy to answer a third question: “And how do they compare to a footlong?” 

ChatGPT helped position Subway as the winner among the three by generating the following answer to the sandwich restaurant’s question: “In terms of size, both are significantly smaller than a footlong sandwich.” 

The campaign also leverages the power of designWith an almost identical print design to the McDonald’s and Burger King ads, Subway’s ad differs only in font size and color, appearing more prominent when placed next to the existing two. 

“There’s a lot of chat about ChatGPT and, while we try not to get too caught up in hype trends, we couldn’t resist getting in on this conversation. It's a big moment for Subway with the launch of the new Series menu, and what can we say - ChatGPT says they’re the biggest too,” stated Franki Goodwin, the chief creative officer of Saatchi & Saatchi. 

The trio of print ads is an example of how ChatGPT can be used to playfully highlight a company's brand identity and unique selling propositionsopenly stating its strengths from an outside perspective. 

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