The company's first major advertising push was a successful advertising campaign during the 2002 Super Bowl. Early TV spots advertised the innovation of toasting sandwiches, as compared to the inventor of pants (humorously contrasted with men wearing bushes). One commercial in 2003 depicted a man (played by Jim Parsons) who had been "raised by wolves" by suckling at a mother wolf's teat. Other promotions include an early 2004 campaign featuring bizarre, rodent-like, singing creatures called Spongmonkeys, edited by Joel Veitch as well as a series of Quiznos commercials in Canada featuring hockey commentator Don Cherry. In 2005, Quiznos launched a campaign featuring Baby Bob.