0CHICAGO—Leo Burnett Agency creative executive Patrick Bergman authorized the use of a common proverb in a Subway ad campaign in spite of the fact that the phrase's true meaning undermines the intent of the ad, the 41-year-old reported Monday. "The ad slogan 'Who says there's no such thing as a free lunch?' was perfect for Subway's free-sandwich giveaway," Bergman said. "Who cares if, technically, the customer had to buy 12 sandwiches to get one free? People know the phrase, and they respond to it." Bergman last misused a proverb two weeks ago, when he put "haste makes waste" in an ad encouraging people to hurry to a 12-hour Macy's white sale.
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