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Super Bowl 2016
  • 164

Jack Enlightens America in David&Goliath's New Spot for Jack in the Box, 8 months ago

The agency has created a regional Super Bowl ad for America's leading hamburger chain

Jack Enlightens America in David&Goliath's New Spot for Jack in the Box

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.

Creative Agency

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

Production Company

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