Jack in the Box is the butt of its own joke

Jack in the Box is taking aim at McDonald’s and Burger King’s angus burgers with a little juvenile humor—suggesting that viewers drop the “g” when they think of the word angus. (The spots don’t appear to be online, but the linked story has plot summaries.) I don’t know if Jack and its agency, Secret Weapon Marketing, have thought this strategy through. I now associate Jack in the Box—not McDonald’s or Burger King—with the unappetizing word (sans “g”), which is surely the last thing the client intended.