Jack Enlightens America in David&Goliath's New Spot for Jack in the Box
lbbonline.com, 8 months ago
Leading American fast food chain Jack in the Box is launching a regional Super Bowl ad in collaboration with David&Goliath. A 30 second version of the spot will air regionally across the country during the second and third quarter of the game (depending on the time zone) and is part of a larger campaign that will roll out across TV, digital, radio, and social channels.
With “Declaration of Delicious,” Jack in the Box is taking flavor to a whole new level. This declaration is not just a statement, rather a commitment to fresher ingredients, bolder flavors, and Buttery Bakery Buns for all – and the new Double Jack Burger is a testament to this promise, from its hand-leafed lettuce and fresh-sliced tomatoes, to its 100% beef patties.
David&Goliath was recently named agency of record (AOR) for Jack in the Box, and oversees all advertising for the brand. This is the second spot D&G will have in this year’s Super Bowl (the other being a national ad for Kia).
Over the past year, Jack has been on a legendary quest for better ingredients – but his latest adventure is one for the history books. Because to introduce an American staple like a double cheeseburger, it takes a founding father to find a flavor this delicious.
This launch commercial follows Jack as he forges through rough waters in the Battle of the Burgers. Like Washington crossing the Delaware, Jack makes a voyage of his own. Armed with boxes and boxes of mouthwatering burgers, Jack makes a Declaration of Delicious, and takes a stand for quality ingredients and flavor for all – because everyone deserves a history-making burger.
At the end of the commercial, the camera reveals that the story has been narrated by an American icon: a bald eagle. Because nothing is more American than a double cheeseburger and a bald eagle. And when an eagle tells you something, you listen. True story.
Chief Creative Officer: Colin Jeffery
Copywriter: Courtney Pulver (ACD), Kurt Warner, Dan Hass (Jr)
Art Director: Rob Casillas, Danny O’Connor, Austin Ho (Jr)
Executive Creative Director: Ben Purcell, Steve Yee
Digital Producer: Myles Scovill, Nat Wilkes(Assoc)
Group Account Director: Michele Tebbe
Executive Producer: Karen Jean
Creative Agency: David&Goliath, LA
Interactive Director : Steven Lau (Sr)
Chief Digital Officer: Mike Geiger
Account Executive: Katherine Chan
Project Manager: Lila Anton (Sr), Mark Diaz
UX: John Randall, IV (lead)
Chairman: David Angelo (Founder)
Account Supervisor: Denny Tran, Shannon Stucke (Coordinator)
Digital: Robert Boucher (Director Delivery&Technology)
Director of Production: Paul Albenese (Broadcast)
Music and Sound
Sound Mix: Nathan Dubin @ Sound Designer
Edit Assistant: Richard Gonzalez
Edit Company: Spinach LA
Editor: Isaac Chen & Ben McCambridge (Cut + Run/Los Angeles)
Producer: Jonathan Carpio
Post Production / VFX
Colourist: Adam Scott @ The Mill
Colour Producer: Diane Valera @ The Mill
Executive Producer: Rachel Koch (VFX)
Flame Artists: Ben Gibbs, Michael Do, Mark Larranaga
VFX Supervisor: Russell Fell (Lead Flame)
Visual Effects: Fell VFX
Director: Ruben Fleischer, Tom Ryan (Tabletop)
Executive Producer: Jasper Thomlinson, Michael Sagol (UPM)
Head of Production: Kelly Bowen
Line Producer: Richard Weager, Chelsea Nollner Sevadjian (Tabletop)
Photographer : Ken Seng
Production Company: Caviar LA; Lucky 21 (Food/Tabletop)
Category: Food , Fruit and vegetables
Genre: Comedy , Visual VFX