Jack Crosses the Delaware in Jack in the Box's Regional Super Bowl Ad

With new agency, the mascot is back, but his voice is gone

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Perennial Big Game advertiser Jack in the Box is returning for Super Bowl 50 with another regional spot from its new creative agency of record, David&Goliath. It's the second ad the agency will run in this year's Big Game—"Walken Closet" is its seventh consecutive Super Bowl ad for Kia.

In late 2014, the chain hired David&Goliath for project-based work. The agency's first spot for the brand was its 2015 regional Super Bowl ad, "Legendary." In its new role as creative lead, David&Goliath has taken the brand in a different, albeit recognizable direction.

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