Subway's video game ad reaches new low

by Justin McElroy { Apr 3rd 2007 at 10:20AM }

It may not seem so at first, but this Subway ad is a brave new world of mainstream video game representation.

Sure, it has the modern "wakka-wakka" video game noises -- in accordance with federal law. It's got everyone's favorite modern method of video game control: The comically large joystick. The ad's fictional game, "Snakka" is based on Pac-Man, everyone's favorite modern game.

There's even the requisite, not-so-subtle implication that video games turn your kids into chubby zombies (the most adorable threat known to man). This sucker's got everything, but as gaming in the media goes, this is pretty standard.

But just as it's about to sink into the abyss of mediocrity, the ad wizards really go above and beyond and actually manage to misrepresent the basic idea of Pac-Man.

[See how after the break.]

It seems ridiculous, but it's true. Their inability (or possible refusal) to understand Pac-Man has turned the horizontal game board on its side and made its walls into platforms. It's a little like watching the feverish nightmares of Billy Mitchell circa July 1999. It's like watching the horrifying byproduct of K.C. Munchkin's whirlwind affair with Joseph Merrick. It's like ... well, it's depressing, let's leave it at that.

Congratulations, random advertising agency, not only did you use a 28-year-old game to represent the medium, but you managed to actually screw that up.

Oh, and side note: Jared Fogle says Nintendo games made him fat.

[Thanks, VH1 Gamebreak for pointing this one out.]

Tags: ad, pacman

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Reader Comments (Page 1 of 2)

JodyAnthony @ Apr 3rd 2007 10:24AM

nintendo didn't make me fat, being a lazy slob that eats alot made me fat.

GCNH87 @ Apr 3rd 2007 10:28AM

Wow that's retarded.

rogue @ Apr 3rd 2007 10:31AM

Who would have thought a commercial could actually misrepresent something? The horror! Just because it's about video games and not some random thing you don't care about doesn't make it any better or worse than any other commercial out there. Get over it.

Author X @ Apr 3rd 2007 10:33AM

Yeah... reeeeally hope you're being sarcastic in this post, but you never can tell for sure.

Neal @ Apr 3rd 2007 10:33AM

I hardly think this ad is just attacking video games. It only said (along the lines of) Do you know what you kid is eating, or something. Its not saying make sure your kids stop playing video games cause it makes them fat. Being lazy makes you fat, not playing video games. Subway is simply implying watch what they eat, Subway is healthy.

Excellent reporting.

JodyAnthony @ Apr 3rd 2007 10:38AM

subway is still delicious.

http://www.jodyanthony.com

Geo @ Apr 3rd 2007 10:42AM

"What kind of eating habits are your kids learning?"

The kid is playing a game where getting fat is the objective.

I see no diss to the video game industry.

Geo @ Apr 3rd 2007 10:43AM

"What kind of eating habits are your kids learning?"

The kid is playing a game where getting fat is the objective.

I see no diss to the video game industry.

Steve @ Apr 3rd 2007 10:48AM

If we're supposed to buy the argument that guns cause violence then shouldn't we accept that video games cause obesity too?

Moral: You should either wear your thinking cap or be a sheep 24/7. If you think about issues half the time and use "Access Hollywood" the other half you'll look like an inconsistent fool.

Justin McElroy @ Apr 3rd 2007 10:48AM

Are you guys seriously saying that the ad isn't implying that video games are part of an unhealthy lifestyle? Just because the announcer doesn't say it aloud doesn't mean that it's not being implied.

ephraim @ Apr 3rd 2007 10:51AM

I never really thought that commercial was dissing games, I just thought it was a stupid commercial. The one thing I don't like about subway is that they say their food is "fresh", but they paint on the black barbecue marks on the roasted chicken, very fresh indeed.

Briz9 @ Apr 3rd 2007 10:51AM

I'm surprised that no one has brought up the fact that Pac-man ate cherries and bananas and other healthy stuff. Not giant ice-cream sundaes. (Atleast as far as I remember... I was like 6 when I played pac-man).

LuigiHann @ Apr 3rd 2007 10:58AM

Based on the kid's shirt and the filter used for shooting "from the tv," I'd say that it's fair to assume they were going for a "70's" vibe all around.
And if they hadn't gone with a platformer, how would they show off the fat kid's poor jumping abilities?

Not trying to defend the commercial, but I'm just presenting the other half of the "reading waaay too much into it" argument.

Double J @ Apr 3rd 2007 11:03AM

Everyone for the past 40 years, yes, actually BEFORE Pac-Man has ever existed, has been playing Pac-Man when a video game was needed in a TV show. Or they are playing "Pac-Man Noise Synthesizer" on their Sega Saturn during TGIF.

Joop @ Apr 3rd 2007 11:03AM

I can't tell if this is misguided and stupid or sarcastic but unfunny.

If the latter, give up comedy. If the former, pay attention to the point in the commercial that says "What kind of eating habits are your KIDS learning?" and realize that not every single commercial out there is targeted to you and your deomgraphic. The target demographic for this commercial is obviously the parents, the majority of which would be old enough to immediately associate video games with said 28 year old Pac-Man.

Most old video games are pretty similar to the fake one in the add, too. Ice cream, pie, huge chunks of meat, and all sorts of fattening foods were typically associated with power-ups, points, health, and other desired things in games.

The ad's pretty right about the point it's trying to make, and using modern games would alienate the targeted parents and cause the same kind of backlash your post displayed were it not %100 accurate and up to day. Don't be such a puritan.

JSweeney @ Apr 3rd 2007 11:06AM

Actually, what I thought when I saw the comericial was not "Wow, they're attacking videogames", or "Wow, a sedintary lifestyle will make you fat".

Nope. I thought "Wow, what horrible game design.
Not only does it actively punish the player for being successful, it doesn't even do in a clever way."

Draco @ Apr 3rd 2007 11:05AM

I seriously hope you aren't serious with this article.

Matt Wagner @ Apr 3rd 2007 11:08AM

this ad has nothing to do with video games what so ever. are you kidding me? this insane naivety is exactly why america is the most obese nation on the world.

sure, they chose video games to illustrate their platform because its an easy platform to manipulate and illustrate your message. they could have just as easily filmed a fake sitcom skit or cartoon with fat kids eating fattening foods. the fact that its represented with a video game is inconsequential.

and then because you chose to concentrate on their "misrepresentation of pac-man" (although i feel that they have to be trying to represent pac-man to misrepresent him, and i don't think they were) the message is completely lost.

bottom line, your kids are fat. no, its not just because they are playing video games. if anything, games like San Andreas encouraged you to eat healthy and work out so your character would become more muscular and not a fat worthless blob.

it's not the end of the world if a commercial is encouraging kids to go outside for five minutes a day, nor is it that bad for parents to be encouraged to watch what their kids and eating and doing.

i can proudly say i've never eaten Lucky Charms in my life (or most sugary cereals for that matter), i didn't drink pop when i was a kid, and i got McDonalds maybe once a month. and guess what? i'm not fat. shcoking, i know. i have my parents to thank for actually having a healthy and active childhood.

kids these days are just chubby, pasty, basement dwellers and its not because of genetics.

JodyAnthony @ Apr 3rd 2007 11:12AM

mario is fat, mario is a video game character, mario is a POPULAR video game character, kids LOVE mario, kids immitate what they love, kids immitate mario's fatness, mario makes kids fat, nintendo makes kids fat, VIDEO GAMES MAKE KIDS FAT!!! It's genius!

Justin McElroy @ Apr 3rd 2007 11:18AM

Everybody,

You make a fair point that the bleep-boop Pac-Man stuff is probably more effective as a cultural touchstone to the target demo of the ad. And you're also right in the regard that I am being kind of a puritan about the silly gameplay in Snakka.

I could have communicated my issues better, so let me try to do that.

What's the ad saying, really? What's the message? If you look at the literal, they're saying that games used to have bad messages about food and that's not the best way for your kids to learn about eating. While I agree, that's not the way things are anymore.

But it's what the ad is implying that I have a problem with. The implication is "Your kids are getting fat because they play video games and eat cookies all day." This ad reinforces negative stereotypes using an example that's antiquated and groundless. That's my problem.

Justin McElroy @ Apr 3rd 2007 11:25AM

That being said, in the interest of full disclosure, I'm overweight and I'm not that crazy about cookies.

Double J @ Apr 3rd 2007 11:26AM

The point wouldn't have been as strong if they showed the kid playing Wii Sports swallowing a sleeve of Chip Ahoys.

Doug Kaplan @ Apr 3rd 2007 11:28AM

Justin McElroy,

I am in the group of people that maybe thought you went a bit overboard with this article and shouldn't take offense to it because of how it misrepresented videogames but since you actually commented on this thread to defend your article, I applaud you, especially for sticking to your original opinion and not folding to peer pressure.

Draco @ Apr 3rd 2007 11:29AM

Justin, I think you lost your audience when you accused the ad of not correctly copying Pac-Man. I had a hard time taking your article at face value once I heard you complaining that this was a misrepresentation of Pac-Man when I clearly saw it as nothing more then portrayal of a "video game".

LaughingTarget @ Apr 3rd 2007 11:31AM

Um...kids ARE fat because they sit around all day eating cookies. There is a simple formula to contend with on this:

Input - output = weight gain (loss)

When the input exceeds the output, weight is gained. Input increases when children eat more junk food. When I was a kid, I only got to eat sweet stuff on birthdays, mine and friends, or about 6 times a year. Output declines when kids sit around playing games, watching television, or otherwise not moving. Again, as a child I had an NES, but I only got to enjoy it two hours a week. The rest of the time I was relegated to the outdoors. Net result? Healthy individual who isn't disgustinly overweight and can run two miles in 12 minutes without my heart exploding from the strain.

However, are video games and cookies the cause? The direct cause, but they are a symptom of a greater problem: parental irresponsibility.

My parents gave a shit about my health and well being and disallowed excess in my activities, a behavior that has followed me through life. Every time I see some fat kid, my first though is "why the hell did mommy and daddy let that happen?"

Fat kids are the result of parents not wanting to put forth the effort to raise a good child. Smaller blame goes on school systems for eliminating recess.

Exick @ Apr 3rd 2007 11:33AM

Look, I'm as vocal a supporter of video games and as anti-Subway/Jared as they come, but this ad has fuck all to do with video games. This is about children's eating habits. The video game is used in the ad as a method of being culturally relevant (using Pac-Man and an Atari joystick makes that effort futile, but I digress). There's a little fat shit chowing on a frosted pastry of some kind and playing a video game in which he's chasing down all sorts of fast food and high fat desserts.

@20. It's not implying anything about video games. It's saying "Your kids are fat because you let them eat shit food. Here, why not let them eat Subway? It's just as fast as Greasy McArteryClogger but tastier and better for them."

Justin McElroy @ Apr 3rd 2007 11:36AM

Draco, you're right that I probably shouldn't have commented on the failings in copying Pac-Man. But, cmon, you run around a Pac-Man board eating stuff while Pac-Man noises play. Do you really think that's not what they were conjuring up?

I guess the point I was trying to make was just how little of an understanding the ad makers had of the very thing they were spoofing and (if you buy my earlier reasoning) trying to blame for chubby kids.

If that's not the way you guys see it though, I completely understand that. And I really appreciate you guys taking the time to let me know.

It's way, way better than the guy who suggested after my second post that I be fired and hit by a truck full of cancer wigs.

Way better.

dsub @ Apr 3rd 2007 11:43AM

a direct quote from Jared himself:

"I usually had one hand on the controller and one in a bag of chips"

so it's the controller that made you fat?

Sure.

Perhaps it was you, and your parents complete inability to regulate your eating habits. One could sit and play video games all day and have one hand on a controller and the other on a carrot stick and not gain a pound. What's your point Jared? You got fat because you ate fatty ass foods. I think it's funny that this guy can blame Nintendo and then in the same speech say something like...

"I used to ride my bike to the local fast-food restaurant and spend my entire allowance on the biggest, fattiest meal I could get"

but don't forget kids...It's the controller that made him fat.

What a putz.

Toothpick Guy @ Apr 3rd 2007 12:06PM

There are thousands of commercials making fun of thousands of other subjects. So now that one has decided to vaguely slander video games, the gaming world turns itself upside-down. Us gamers are the ones reaching a new low.

CW @ Apr 3rd 2007 12:09PM

This post is a waste of time. You know you're beyond hope when you get angry over an ad that didn't portray your illustrious hobby correctly.

They were just using what kids nowadays love - videogames - and using it to drive home the message.

Get over it.

Brandon1979 @ Apr 3rd 2007 12:14PM

I would say that the commercial is a mix of Pacman and BurgerTime... sort of..

JodyAnthony @ Apr 3rd 2007 12:11PM

people complaining that people are complaining about the commercial are much more annoying than the people complaining about the commercial.

newsflash: The commercial portrays some type of video game. This is a video game blog. Why not discuss it here?

Yoshi Likes Boys @ Apr 3rd 2007 12:11PM

DUDE THEY SHOULD HAVE USED HEAVENLY SWORD

Tim A. @ Apr 3rd 2007 12:42PM

Lol, I actually work at Subway (one of the 4 restaurants out here in the Netherlands) and I never heard of this whole campaign, actually in the Netherlands Subway isn't considered healthy at all! Although I really don't give a damn about health when I am eating my Italian BMT sandwich for lunch.

West @ Apr 3rd 2007 5:11PM

I really don't like any of subway's recent commercials...I mean, common, a burger doesn't weigh 40lbs. Quiznos pwn's subway anyway.

Ibere @ Apr 3rd 2007 12:37PM

I love how food in America is so greasy that Subway can be considered "healthy".

Agent MOO @ Apr 3rd 2007 12:44PM

Joystiq has reached new highs for whining

ForcedSterilizationsForAll @ Apr 3rd 2007 12:49PM

2. Wow that's retarded.

Posted at 10:28AM on Apr 3rd 2007 by GCNH87

Don't you mean that's Wii-tarded? :)

JodyAnthony @ Apr 3rd 2007 12:48PM

sorry agentmoo, but nothing will top vlad cole's famous 'xbox and ps3 are better than wii because they cost the company more to make' series of posts.

Ken @ Apr 3rd 2007 12:51PM

@Toothpick Guy

Because this is a site about VIDEO GAMES, not everything else. I'd expect this on a video game blog site.

Now if we saw stuff about the firearms (not related to video games) I would be confused.

Jeeze.

Justin, good article. People here just enjoy complaining about anything and everything. And since there's nothing new to make fun of Nintendo/Sony about today, they chose your article.

Ignore them.

sheppy @ Apr 3rd 2007 12:52PM

My video game characters rarely eat. But they drink potions and elixers like a fish. What are RPGs really teaching our children? Technology is bad and all ills have a magic and common countercure.

crazycaleb @ Apr 3rd 2007 11:36PM

The commercial used a copy of the pac-man board, then turned it into a platformer. I'd say that's a pretty good indication that they were inspired by pac-man. They may have been just trying to go for a general atari/odyssey/etc parody, but certainly pac-man was the main inspiration. They mis-represented pac-man because, as others have stated, pac-man actually ate pretty healthy. I mean, there's no telling what was in those power-ups, but as far as human food goes I remember it mainly being fruits.

More importantly, the commercial is conspicuously silent about the more dangerous aspect of a video game addiction: the sedentary lifestyle. Games no longer "teach" bad eating habits like that (if they ever did). It's more likely that a kid is going to get hooked on games and not want to go outside anymore (like me) than that he's going to watch a little cartoon eat a bunch of burgers and decide to do the same thing. Yet the message was "what kind of eating habits are your kids learning?" with no real mention of getting out and doing something with your life, just eat subway.

Jellodyne @ Apr 3rd 2007 1:13PM

1) Subway is not particularly healthy here either, but they advertise it as healthier than burger-style fast food. Which it is if you order one of a handful of 6" sandwich without mayo, cheese or oil, double vegtables, hold the bread. But the footlong meatball with the chips and the large soda isn't really what the doctor ordered.

2) My wife's WoW character pounds Rumsey Rum Black label on a continuous basis, for the stamina bonus. What's that teaching kids?

3) Can we all agree that it's time to retire the Atari 2600 Pacman sound effects as the standard video game noise? Christ, it's bad enough I had that awful travesty of a game, which incidentally is probably just as responsible as 2600 ET for the great video game flameout of the early 80s, but is that really ther ONLY video game sound effect for commercials and television? Frankly it gives me post-tramatic stress flashbacks. GONK GONK GONK BLUA-BLUA-BLUA GONK GONK GONK WOOWOO-WEEWEE-WOWWOW-WAA!

sTEVE @ Apr 3rd 2007 1:30PM

it's kinda ironic that they make fun of pac-man when you ate fruit in Pac-Man....

the main misleading thing in this commercial is that most games make people lazy NOT intentionally teach them bad eating habits

Kevin @ Apr 3rd 2007 2:38PM

They must not be privy to the thin as rail game addicts, such as myself.

ManicV @ Apr 3rd 2007 3:50PM

Heh, I'll bet that kid didn't even know what he was holding when the producers for that commercial handed him the joystick.

Come to think of it, I don't remember the Atari joystick having a big red plastic ball on the top of it. :\

Konchu @ Apr 3rd 2007 4:06PM

They probably used video games cause it is common opinion that kids play too much and do less out door stuff nowadays. And to some extent this is a valid argument. But the main point of the commercial was the food they were eating. Im defintantly not in great shape and Im not a kid but I know its sad I spend as much time as I do gaming yet dont dedicate quite what I should to exercise and getting outside.

Do games make kids fat I would say no more than watching too much TV or sitting around reading books or surfing the web. But with games like DDR and games on the Wii games are getting more physical which is good.

Really the commercial would work just as good with a fake televion show. So as a gamer I will not get mad they used fake game to illistrate this as it is a valid argument not of video games themselves but the bad behaviors that can develop and really Parents are the only ones that can do anything about that(get outside jr and no you cant take your DS).

Ian @ Apr 3rd 2007 4:29PM

I dont think the ad was trying to say anything about games because they said "what kind of eating habits are your kids learning". I think they just meant the kid was learning to eat fatty foods from the game, I mean I wouldn't expect them to start playing Half Life and stopping by all the soda machines in a 30 second ad. I dunno though, people can get offended by everything nowadays.