I think the ad is meant to appeal to a certain internet-savvy audiance who would have seen those rat things on
www.rathergood.com. I personally couldn't believe it when I saw them on TV... I think think that website was so popular! I thought it was pretty funny. I bet there is a good segment of viewers who would see that commercial, laugh, and totally REMEMBER that ad, which would make them want to go to Quiznos. I don't think it's any different than the ads that take themselves too seriously... either way, it is just aiming at different audiances.