WTF? Quality Meats has done it this time. They have the Reel Chicago team laughing so hard we don’t know what to do with ourselves. Mr. Submarine is celebrating its 50th anniversary the only way a true local legend would: with 50 brand-new commercials.
But these aren’t just your usual run-of-the-mill spots. Not with Quality Meats involved. Quality Meats? Mr. Submarine? Makes sense to us.
The sandwich chain, known as much for its comically cringe local TV ads as for its Italian subs, partnered with the agency and its in-house production arm, Sandwiches (of course it is), for an unhinged new campaign that reimagines decades of Mr. Sub history. Each spot riffs on the brand’s iconic 1980s jingle, honoring its kitschy, low-budget legacy with tongue firmly in cheek.
“Creating 50 commercials for Mr. Submarine’s 50th anniversary was an extremely dumb idea, possibly one of the dumbest we’ve ever had,” joked Gordy Sang, Co-Founder and Co-CCO of Quality Meats. “Which means it was something we absolutely had to do.”
The series spans styles, tones, and formats, from nostalgic parodies to straight-up absurdity, but all share one thing in common: that unmistakable Chicago spirit. The campaign features a who’s who of local celebrities, including Tom Waddle, Ozzie Guillen, Jason Kipnis, Eddie Volkman (of Eddie & Jobo fame), Richard Roeper, and Mark Giangreco.
It even crosses over with other classic Windy City advertisers — personal injury lawyer Howard Ankin, United Auto Insurance, Aaronson Furniture, The Bedding Experts — and pays homage to the gloriously terrible cult classic commercial Eagle Man.
Over 40 of the 50 spots were shot in just two days at a Mr. Submarine in Downers Grove, directed by Chicago native Brad Morris and starring local actors. A handful were created entirely with AI. Take a look below at some of the hilarity:
“Their classic jingle is an earworm and also a cheat code we used as a punchline,” added Brian Siedband, Co-Founder and Co-CCO of Quality Meats. “When you’re making 50 commercials at once, they’re not all gonna be masterpieces — but like a Mr. Submarine sub, most of them are pretty darn good.”
Select 15- and 30-second spots will air on Chicago TV, while all 50 will live online and roll out across Mr. Submarine’s social channels. The campaign also includes a citywide OOH push marking the chain’s golden anniversary.
See all 50 commercials here.
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