The devils behind Subway's "five-dollar foot-long" jingle.

Advertising deconstructed.
April 21 2008 7:21 AM

Jingle Hell

The diabolical geniuses behind Subway's "five-dollar foot-long" song.

(Continued from Page 1)

(I didn't get the sense that there'd been a conscious strategy at work here. Tonefarmer's songwriters whipped up seven or eight jingle candidates for Subway—including a Weezer sound-alike and a ska-inflected number—with the hope that one tune would be chosen and, in a best-case scenario, develop into an earworm. Harned paused to self-analyze only after the fact, when I requested that he look more closely at what he'd wrought.)

More and more, ad agencies don't bother to commission songs; they instead just buy up cool indie tracks to run behind ads. (A recent example—and an ad I love: the Nike Sparq spot in which footage of athletes is expertly edited to a Saul Williams track.) When original music does come into play, it's often instrumental, mood-setting wallpaper. The in-your-face jingle, with product-specific lyrics, is something of a lost art.


But take heart, jingle fans—they're still out there. Dunkin' Donuts hired They Might Be Giants to pen a series of short songs about coffee and smoothies and such. And the current campaign for makes bold use of infectious musical storytelling. While the Subway jingle is more a demi-jingle, with very little build and no verses, the songs are full-blown ballads—which of course include carefully enunciated mentions of the brand, in this case literally spelled out. The songwriter for these spots was David Muhlenfeld of the Martin Agency, who says he "went away with my guitar and some cheap Chianti" to find inspiration. When I asked Muhlenfeld whether he used any particular tricks to make the tunes catchy, he replied: "Repetition alone will make something stick in a listener's head. The question is, once your song is in their head, will they want to stick that head in an oven?"

And that pretty much captures the risk inherent in jingle usage. It also perhaps explains why jingles enjoy limited popularity with today's advertising execs. When a jingle's bad, it's very bad. Or as Cronin and Mambro put it: "Done wrong, it can make your eyes bleed."

Grade: B. No great shakes here, but anyone watching the ad will 1) probably be arrested by the colorful visuals and memorable tune and 2) almost certainly receive the message that $5 foot-longs are available at Subway. So, mission accomplished. Granted, the song does grow irritating with repeat exposures. (I won't be sad when it disappears from the airwaves, and I won't be listening to the extended dance remix available for download at the Subway Web site.) But thanks to its atypical harmonies, I think this jingle manages to stop just shy of encroaching on eye-bleeding, head-in-oven territory.

Got an ad you'd like to see reviewed? E-mail your suggestions to

Correction, June 5, 2008: Although composer Jimmy Harned initially stated that the jingle's chord structure "goes down from a C to an A-flat," he later clarified that while the guitar part does go to an A-flat, the more prominent vocals are voicing an F minor. (Return  to the corrected sentence.)



Crying Rape

False rape accusations exist, and they are a serious problem.

Scotland Is Just the Beginning. Expect More Political Earthquakes in Europe.

Why Men Can Never Remember Anything

The XX Factor
Sept. 19 2014 1:11 PM Why Men Can Never Remember Anything

The Music Industry Is Ignoring Some of the Best Black Women Singing R&B

How Will You Carry Around Your Huge New iPhone? Apple Pants!

Medical Examiner

The Most Terrifying Thing About Ebola 

The disease threatens humanity by preying on humanity.


The Other Huxtable Effect

Thirty years ago, The Cosby Show gave us one of TV’s great feminists.

There’s a Way to Keep Ex-Cons Out of Prison That Pays for Itself. Why Don’t More States Use It?

No, New York Times, Shonda Rhimes Is Not an “Angry Black Woman” 

Brow Beat
Sept. 19 2014 1:39 PM Shonda Rhimes Is Not an “Angry Black Woman,” New York Times. Neither Are Her Characters.
Sept. 19 2014 11:33 AM An Up-Close Look at the U.S.–Mexico Border
  News & Politics
Sept. 19 2014 1:56 PM Scotland’s Attack on the Status Quo Expect more political earthquakes across Europe.
Sept. 19 2014 12:09 PM How Accelerators Have Changed Startup Funding
Inside Higher Ed
Sept. 19 2014 1:34 PM Empty Seats, Fewer Donors? College football isn’t attracting the audience it used to.
  Double X
The XX Factor
Sept. 19 2014 1:11 PM Why Men Never Remember Anything
  Slate Plus
Slate Picks
Sept. 19 2014 12:00 PM What Happened at Slate This Week? The Slatest editor tells us to read well-informed skepticism, media criticism, and more.
Sept. 19 2014 2:06 PM The Guest and Fort Bliss How do we tell the stories of soldiers returning home from war?
Future Tense
Sept. 19 2014 12:38 PM Forward, March! Nine leading climate scientists urge you to attend the People’s Climate March.
  Health & Science
Medical Examiner
Sept. 19 2014 12:13 PM The Most Terrifying Thing About Ebola  The disease threatens humanity by preying on humanity.
Sports Nut
Sept. 18 2014 11:42 AM Grandmaster Clash One of the most amazing feats in chess history just happened, and no one noticed.