David&Goliath Makes ‘Declaration of Delicious’ for Jack in the Box

By Erik Oster 

Jack in the Box unveiled the full-length version of “Declaration of Delicious,” the regional Super Bowl spot created by agency David&Goliath. It’s the second year the agency created a regional big game effort for the brand, following last year’s “Legendary” effort and the brand subsequently officially taking over for long time incumbent Secret Weapon as agency of record.

The ad opens on Jack decked out as George Washington (who seems to be getting a fair amount of love this year) crossing the icy Delaware River. “In the battle of the burgers, one man made a Declaration of Delicious,” begins the mock-cinematic voiceover. So while Washington crossed the river to fight the British, Jack brings boxes and boxes of burgers “in the name of life, liberty and the pursuit of flavor for all,” with the “Declaration of Delicious” representing the brand’s purported commitment to “fresher, tastier ingredients.” The spot, which doesn’t really gain anything from the extended treatment, ends with a twist revealing that the narrator is a different American icon.

Agency: David&Goliath, LA
Founder & Chairman: David Angelo
Chief Creative Officer: Colin Jeffery
Executive Creative Director: Ben Purcell
Executive Creative Director: Steve Yee
ACD / Art Director: Rob Casillas
ACD / Copywriter: Courtney Pulver
Art Director: Danny O’Connor
Copywriter: Kurt Warner
Jr. Art Director: Austin Ho
Jr. Copywriter: Dan Hass

Director of Broadcast Production: Paul Albenese
Agency Executive Producer: Karen Jean

Group Account Director: Michele Tebbe
Account Supervisor: Denny Tran
Account Executive: Katherine Chan
Account Coordinator: Shannon Stucke
Senior Project Manager: Lila Anton
Project Manager: Mark Diaz

Chief Digital Officer: Mike Geiger
Director of Digital Delivery & Technology: Robert Boucher
Digital Producer: Myles Scovill
Associate Digital Producer: Nat Wilkes
Senior Interactive Art Director: Steven Lau
UX Lead: John Randall, IV

Production Company: Caviar LA
Director: Ruben Fleischer
Director of Photography: Ken Seng
Executive Producer: Jasper Thomlinson
UPM/Executive Producer: Michael Sagol
Line Producer: Richard Weager
Head of Production: Kelly Bowen

Production Company: Lucky 21 (Food/Tabletop)
Tabletop Director: Tom Ryan
Executive Producer: John Gilliland
Line Producer: (Tabletop): Chelsea Nollner Sevadjian

Editorial House: Spinach LA
Editor: Isaac Chen (courtesy of Cut + Run/Los Angeles)
Editor: Ben McCambridge (courtesy of Cut + Run/Los Angeles)
Assistant Editor: Richard Gonzalez
Producer: Jonathan Carpio

Color: The Mill
Colorist: Adam Scott
Color Producer: Diane Valera

Visual Effects: Fell VFX
VFX Supervisor/Lead Flame Artist: Russell Fell
Flame Artist: Ben Gibbs
Flame Artist: Michael Do
Flame Artist: Mark Larranaga
VFX Executive Producer: Rachel Koch

Mix Facility: Margarita Mix Santa Monica
Sound Designer/Mixer: Nathan Dubin