Elfie goes on epic Christmas cookie crusade in Subway’s action-packed campaign via Team Fresh
Subway ANZ has unveiled its 2023 Christmas campaign, centring the brand’s iconic cookies with an action-packed mini film starring Subway’s favourite festive heroine Elfie. The campaign was delivered by Subway ANZ’s integrated agency collective ‘Team Fresh’, comprising of Publicis Worldwide Brisbane (creative), Zenith (media), Haeday (retail performance), and Aruga (PR).
The ‘Cookiemas’ campaign aims to build brand connection and fame for the Subway cookie, sending the message that these irresistible sweet treats are worth getting your hands on at all costs.
The creative shows Elfie’s escapades and invites audiences to follow her on an epic Christmas cookie crusade that leaves Indiana Jones and Angelina Jolie for dead.
Elfie delivered further festive surprise and delight moments in the real world through Subway’s ‘smallest cookie shop’ activation in Sydney and Auckland, treating fans to thousands of free cookies to celebrate World Cookie Day on Monday 4 December.
Subway’s director of marketing for Australia and New Zealand, Rodica Titeica, said Christmas was the perfect time to spotlight Subway’s world-famous cookies: “Each year, Subway sells more than 50 million cookies across Australia and New Zealand, which means, in many respects, we’re as much a cookie shop as we are a sandwich shop.
“The equity and brand love we’ve built in our cookies as a category alone is something to celebrate and we’re proud to be putting them centre stage once again this Christmas.
“Team Fresh has delivered yet again with a Christmas campaign that is suitably sweet and iconically Subway.”
Publicis Worldwide executive creative director Ryan Petie said the 2023 “cookie heist” TVC revealed a cheekier, more confident Elfie: “Elfie has become such a well-loved character within the Subway universe and this year we wanted to really up the ante in terms of her personal agency.
“We’ve injected Elfie with that undeniable lead-character-energy, channelling the cool confidence of Lara Croft and the inspirational grit of Sam Kerr to show just how far Elfie will go to get her hands on the most soft and deliciously gooey Christmas cookie.”
The Subway ‘Cookiemas’ campaign will run across Australia and New Zealand until 25 December.
Subway ANZ
Director of Marketing: Rodica Titeica
Marketing Manager: Luciana Vorkas
Assistant Marketing Manager: Zoe Stuart
Public Relations Manager: Adrienne Steiner
Creative Agency: Publicis Brisbane
Executive Creative Director: Ryan Petie
Creative Director: David Schaak
Executive Production Director: Vicki Lee
Strategy Director: Mike Redfern
Media Agency: Zenith
Chief Client Officer: Kate Lippett
Client Partner: Sharon Clarke
Business Director: Emma Batch
Account Managers: Jessica Scott & Samantha Yourell
PR Agency: Aruga
Senior Account Director: Inga Tracey
Senior Account Manager: Claudia Ferne
Activations Director: Kirsty Adams
Retail Performance Agency: Haeday
Managing Director: Rachael Hockaday
Account Director: Christine Perrett
Squeak
Director/Creative Director: Zenon Kohler
Director/Animation Director: Ian Anderson
8 Comments
This ad ticks all the boxes it should: the concept is cute & well-packaged for a 30-second spot, strong use of animation that invokes that Christmas Nutcracker doll feel, great John Williams-esque music, and the brand is highlighted as desirable throughout (along with every asset shown clearly). The craft is excellent.
But, for me at least, there’s one fundamental issue with this ad (beyond the hackneyed ‘Merry Cookiemas’ pun): if it’s so easy for a little creature like Elfie to get into the food & touch everything, what’s stopping a cockroach from doing the same?
That was the association I had when watching this in the wild. If nobody else in the audience makes this association, then chalk this comment up to yet another nit-picking ad-land critique. But, if they do, then there’s an unintended concern raised by this ad around Subway’s food safety & storage protocols.
Apart from that one point, it’s a great ad. Everyone involved should feel proud of the work they’ve done here.
You need a hobby.
Talk to us about the issues with a gorilla playing the drums for chocolate.
@Needs More Bowling Ball:
Ha! Can’t argue with that…
You idiot. Elves are magic, cockroaches aren’t.
@Bowling Ball:
What issues? Cadbury’s ‘Gorilla’ is a phenomenal ad. It’s an expression of absolute anticipation & joy on a Cadbury-purple background. Considering it doesn’t show the product in any way, it’s also not the best ad to compare in this case.
And the other @Needs More Bowling Ball:
You raise two valid points. My point still stands: both are little creatures, both operate under the cover of night, and both are drawn to food.
Imagine if there was a Maccas ad where 10cm-tall Ronald McDonald started running across the food & swimming in the McFlurry machine.
Not appetising, right?
If so, then what makes this any different?
remember when subway was all about their sandwiches?
Elfie is giving roach 🙁