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Extreme sports and hijinks team up to give a new brand voice for Subway. The sandwich chain launches its first campaign with Dentsu Aegis Network tonight during the Olympics on NBC. The 60-second spot will push the new "Make It What You Want" slogan. "This campaign marks a new direction for us," said Chris Carroll, chief advertising officer at Subway. "We’re defining who we are in a more contemporary way, and uniting our brand with today’s consumers’ lifestyles, but the fundamentals don’t change. Customization, every day, affordability and delicious, nutritious sandwiches are still at the core of our business."