Advanced Canadian technology. Fine Canadian wine. Rich Canadian leather. None of these are things you'll hear on the lips of most people. But Canadians are good for at least one thing: they invented the sub sandwich back in the 1960's, when Mr. Sub became North America's first sub chain. (I wonder why everyone had the munchies back then...hmmm.) And even though Subway and other US chains have since become the best known purveyors of subs, we designed this campaign to remind Canadians of their important accomplishment, and of Mr. Sub's heritage as Canada's first.