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Pizza purists aren't too pleased with Subway's latest sandwich.

The ad begins in Italy, where a chef proudly discusses "the traditional recipe of Naples pizza". Things take a turn, however, when the Neapolitan people come into contact with Subway’s new Pizza Sub, which is met with shoving, laughter and tears.

Launched across TV, digital, out of home, social and Subway restaurants, the work was directed by Greg Bray through Mad Cow. The media agency is MediaCom.