To promote Subway’s Taco Sub, we launched a set of innovative pre-roll ads for YouTube. The Taco sub is, thanks to the cracking noise from its nacho chips, the first sub ever to make a distinguished sound when you eat it. To better illustrate The Sub with a Sound, we built a narrative around "Good Cracks vs. Bad Cracks". Good Cracks obviously being the nacho chips.

The three adverts, specially tailored for YouTube's True View format, all show a Taco Sub and another item waiting to get crushed by the sheer power of the hydraulic press. Not only does Subway tap in to the YouTube phenomena of hydraulic presses; they also show that, when done right, even a film about a sandwich can become truly unskippable.

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