Subway Malaysia is making a bold play with its latest product innovation — SubPizza — backed by a campaign that parodies iconic Malaysian film moments to deliver flavour with flair.
To launch the pizza-inspired menu, the brand unveiled a series of humorous short films that spoof four beloved classics: Men in Black (“Men in Hitam”), Hantu Kak Limah (“Hantu Kak Imah”), Baashha (“Paashaa”), and Shaolin Soccer (“Bola Shaolin”). Each parody puts SubPizza in the spotlight, emphasising its core proposition — two bold flavours in one box, toasted fresh and made to order.
“We know Malaysians love bold flavours, but sometimes a whole pizza can feel heavy or hard to finish alone. With SubPizza, you get the best of both worlds — two flavours in one box, freshly toasted on our signature bread, and made just the way you want it,” said Lee Ping, Director Subway Malaysia.
“We wanted the campaign to feel as fun and unexpected as the product itself — and what better way than through the movie moments everyone remembers.”
The creative concept came from Subway Malaysia’s agency partner, Beatnk, who drew inspiration from the intersection of food, entertainment, and local nostalgia.
“Pizza is such a big part of pop culture — but SubPizza reframes it as something more flexible, lighter, and made for one,” said Tanner, Founder at Beatnk. “We knew parodying iconic film scenes would not only make people smile but also clearly communicate the idea: with SubPizza, you can pick and customise two flavours, toasted fresh. It’s pizza vibes, Subway style.”
From ghosts tempted by SubPizza to kung fu masters unlocking their “flavour-fu,” each film merges humour with hunger — reinforcing Subway’s focus on fresh, customisable food that hits the spot.
The campaign is now live across YouTube, TikTok, Instagram, and Facebook, engaging audiences with a mix of wit, nostalgia, and crave-worthy visuals.
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