Eat at Subway, be a loser?

So the new Subway campaign seems to imply that you are a loser (as in dork, not in the contest) when they say (in paraphrase)

They were losers but Subway taught them to win (referring to the team getting off a bus)
With over 8 million winning cards there are no losers… no losing cards anyway

I don’t get what’s going on in the sub wars… first rat-wiches and now customers as losers??

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