David&Goliath Unveils Full Debut Spot for Jack in the Box

By Kiran Aditham 

Just days after a 30-second version of a Jack in the Box spot launched in select West Coast markets during the Super Bowl, we now have the full-length :60 ad.

Dubbed “Legendary,” the regional effort featuring the brand’s longtime mascot comes from Los Angeles-based David&Goliath, the Kia agency that joined the client’s roster last month.

In “Legendary,” our hero Jack, in search of new menu inspiration, hops on his hog and heads for the dirt roads and desert, where he happens upon a lone cowboy grilling burgers with a rather intoxicating ingredient.

This ingredient, as you can see, serves as the foundation of the fast-food chain’s new Buttery Jack burger, which perhaps marks JITB’s attempt at a premium dish. Along with the “Legendary” spot, which is essentially a short story (with a surprising VO), D&G’s integrated campaign for Jack in the Box will include digital, OOH, social and radio.


Agency: David&Goliath, LA
Founder & Chairman: David Angelo

President: Brian Dunbar

Chief Creative Officer: Colin Jeffery

Executive Director, Strategic Planning: Seema Miller

Group Creative Director: Ben Purcell

Group Creative Director: Steve Yee

Art Director: Allen Yu

Copywriter: Mark Monteiro / Patrick Que

Art Director: Robert Casillas (Digital)

Copywriter: Courtney Pulver (Digital)

Executive Director of Production: Paul Albanese

Executive Producer: Karen Jean

Director of Print Production: Meredith Walsh

Sr. Art Buyer: Andrea Rosenfeld

Group Account Director: Michele Tebbe

Planner: Donesh Olyaie

Account Coordinator: Kristina Papilion

Senior Project Manager: Lila Anton

Director of Digital: Josh Crick

Director of Digital Delivery and Technology: Robert Boucher


Production Company: Rabbit Content (Live Action)

Director: Owen Trevor

Director of Photography: Ben Seresin

Executive Producer: Douglas Howell

Executive Producer: Joby Barnhart

Line Producer: Mark Hall

Head of Production: Jeff Sommar


Production Company: Lucky 21 (Food / Tabletop):

Director: Tom Ryan

Executive Producer: John Gilliland

Line Producer: (Tabletop): Chelsea Sevedijian


Editorial: Spinach LA (in collaboration with Rock Paper Scissors)

Editor: David Brodie (courtesy of Rock Paper Scissors)

Assistant Editor: Ben Reesing (courtesy of Rock Paper Scissors)

Post Producer: Jonathan Carpio

Post Producer: Dina Ciccotello (courtesy of Rock Paper Scissors)


Color: Company 3

Colorist: Stefan Sonnenfeld

Producer: Rhubie Jovanov


Visual Effects: Fell VFX

Executive Producer: Rachel Koch

VFX Supervisor: Russell Fell


Original Music Composition: Human


Mix Facility: Margarita Mix Santa Monica

Mixer: Nathan Dubin