You may have heard some of the fallout recently over a new advertising campaign from Mr. Sub. Dubbed “not everyone likes surprises,” these spots place an adult male in a ‘surprising’ situation followed by the suggestion that you can “count on Mr.Sub.” For what, we’re not sure. Mercifully pulled due to public response, one execution features a middle-aged man announcing, over dinner to his very large family, that he is gay. Super, super gay to be more precise. The revelation is answered with dumbfounded silence from the aforementioned family; a response that I suspect was mirrored by every Canadian who had the misfortune to see it. The negative response from the lesbian and gay community is not surprising. That the other spots in this campaign are still running is.
I’ll spare you the usual marketing-babble; and just say this: these spots are wretched. Rather than prompt a laugh, which I can only assume was the intent, each version elicits a feeling of acute embarrassment and awkwardness that surely no company would want to be associated with. Even the hockey/commodity beer/Megan Fox loving set, who are used to being bombarded with insipid ads, must be furrowing their collective, and purported low, brow at this lazy attempt. Kudos to the bods at Mr.Sub for pulling one spot, whatever their reasons. Let’s hope we really can count on them to drop the whole lot and spare us any further embarrassment.