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Subway is adopting a slightly edgier vibe as it tries to bounce back from years of declining sales and negative headlines, rolling out a first commercial from its new Dentsu Aegis Network agency team that's risqu enough, at least, to require editing a curse word out of the song.

The sandwich chain needs to forge more of "an emotional connection" with its customers, says Chief Advertising Officer Chris Carroll.

"We're missing their daily consideration to come in our restaurants," he says.

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