Manuel ‘Loco’ Valdes stars in Subway commercials.

Mexican actor and comedian, Manuel “Loco” Valdés, whose zany comedic style has made him an iconic figure throughout the Spanish-speaking world, is the star of SUBWAY Restaurants’ new series of Hispanic TV commercials, “El Drama del Día” (Drama of the Day). The commercials, based on the general-market “Subway Dinner Theatre” campaign, featuring “host” Jon Lovitz, are set to air coast-to-coast on Spanish-language television and radio, beginning in late September.

“We chose Manuel ‘Loco’ Valdés for this campaign because we wanted a comedian who was well-known throughout Latin America,” said Eddie Lindley, Senior Brand Manager, Multicultural, SUBWAY Restaurants. “Mr. Valdés is without doubt one of the best known and loved comics in the Latin community. Working with such a naturally funny man on this campaign has been an unforgettable experience for all of us who were involved in the production of the commercials.”

Loco Valdés’ decision to star in SUBWAY Restaurants’ latest Hispanic campaign marks a watershed for this 75-year-old comedic legend, who has been compared in entertainment circles to the likes of Jerry Lewis, Red Skelton and Buster Keaton. This is his first incursion into the U.S. Hispanic market after a hiatus of many years. The campaign was shot at Miami, Florida’s Blue Dolphin Studios over two days in August.

Nelson Cabrera, who directed Mr. Valdés in the new SUBWAY® Restaurants commercials, calls the Mexican actor “a consummate professional. Not only does Manuel understand comedy, but it comes naturally to him,” Cabrera said. “Directing him was a cinch; comedy’s in his blood.”