On Thursday, a viral ad made the rounds on Twitter, courtesy of SB Nation video director Ryan Simmons. “I will give you one hundred thousand dollars if you can guess the brand by the end,” he wrote, sharing a sumptuously shot, two-minute long video about the life cycle of parents and their son. It’s equal parts Tree of Life and Boyhood. And it’s also, unbelievably, a Subway ad.
Yes, as in the sandwich chain. The advertisement—which sees our Young Hero go from little baby to angsty teen to responsible adult—ends with him putting on dress clothes and going to what we presume is his first day of work in the real world. But instead, he walks into…a Subway, and is greeted by a smiling sandwich artist. “Every day, life asks you the same question,” a narrator says. “What are you going to try today?”
The video immediately went viral, racking up over 3.1 million views and getting retweeted nearly 20,000 times. It’s a masterful example of over-the-top commercial work, the type that would make Don Draper throw in his towel if he could leap into the future and see how the advertising world has transformed. Pfft, you’d like to buy the world a Coke, Don? The world doesn’t want that. The world wants an Oscar-worthy short film directed by Terrence Malick and starring an Ellar Coltrane knockoff. That is the only way people can understand the complicated beauty of bread and meat and veggies, artfully tossed together. Eat fresh, don’t you see?
Lest you go thinking this is some sort of hoax, representatives for Subway confirmed to Vanity Fair that the ad is real, and not even new: It was created in 2016 by the company’s Brazil team. Here’s the full statement the company sent, courtesy of a Subway spokesperson:
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