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Subway has released a TV ad as part of its "my sub, my way" campaign. McCann London created the spot, which introduces Bruce – who is not a morning person. The ad follows Bruce as he struggles with early starts until he wanders into a Subway and discovers that he can get a bacon sub and a drink for £2 between 7am and 11am on weekdays. The work was written by Melissa Cain, art directed James Rooke and directed by Jonathan Herman through Blink.