Subway's campaign offers a fresh angle on an old issue, namely the question of whether or not it is ethical for corporations to directly market to children. In some ways, the restaurant is a perfect test case; while the nutritional profile of Subway's offerings is far from perfect, it is one of the healthier options in the large-chain fast-food market. And, by presenting an aggressively marketed alternative to McDonald's, Subway is suggesting an enemy-of-my-enemy-is-my-friend strategy that could create some strange bedfellows in the war against childhood obesity.