They’ve been called “gerbils with birth defects,” “Mr. Potato Rats,” “hell lemurs” and “the weirdest corporate mascot of all time.” Since appearing in ads for Quiznos in 2004, Spongmonkeys have divided customers. While the characters were meme-worthy, there were also reports that they made some children cry. 

Quiznos’ former agency partner The Martin Agency was behind the Spongmonkey campaign, but British animator Joel Veitch birthed the bizarre creatures before they became a brand mascot. As Veitch tells it, a night at the pub inspired him to write a song about the moon, which led to him animating strange, bug-eyed furry animals that belted out the tune. 

When The Martin Agency came calling, Veitch decided that Spongmonkeys harbored a love of subs. Quiznos’ former chief marketing officer Trey Hall said at the time that the brand wanted a memorable device to captivate audiences despite its small marketing budget, but after numerous complaints from viewers, it discontinued Spongmonkeys because “we weren’t quite connecting.”

Now, after nearly two decades in hibernation, Spongmonkeys are back on the scene, starring in a new Quiznos campaign by Boston-based agency Tank Design and Veitch. In the ad, the screeching animals set out on a roadtrip to rediscover their beloved subs. 

After filing for bankruptcy in 2014 and being acquired by High Bluff Capital Partners in 2018, Quiznos began opening new outlets last year for the first time in over a decade. The brand needs to create more buzz, and what better aid than the Spongmonkeys?

“[Spongmonkeys] have lingered somewhere in the cultural subconscious due to the shocking, and at times cringeworthy, reactions they evoke. With fans on social media asking us repeatedly where they have gone and journalists producing several think pieces, the Spongmonkeys have remained in the spotlight long after their debut in a way that few other campaigns or mascots have,” Quiznos CEO Tim Casey told Adweek.

“The Spongmonkeys emerged as an obvious choice to pay tribute to the dedicated guests who go out of their way to satisfy their sub craving and let consumers know of the exciting growth phase Quiznos has entered.”

As Spongmonkeys prepare to haunt a new generation of consumers, Adweek spoke to Veitch about why the time is ripe for their return.  

Adweek: How would you describe a Spongmonkey?

Joel Veitch: A Spongmonkey is a hairy primate, utterly beautiful and with the ability to hover above the ground. They are sartorially elegant, with a love of fine hats. Their love extends far beyond headwear though. They are the most relentlessly, mind-bendingly positive creatures on the planet. Their celebration of things of all kinds is at their very core, and they express this fizzing, irrepressible joy through their gift of music. There is no creature so musical as a Spongmonkey.

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