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

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.

The new ad "Declaration of Delicious" still stars cartoonish mascot Jack, but it doesn't include his trademark narration—which had been voiced by the founder of the brand's former agency. For that role, the chain turned to a CGI bald eagle.

A 30-second version of the ad will run in various parts of 21 states during the second or third quarter of Sunday's game (depending on location). It marks the beginning of a larger campaign that will include more TV, digital, radio and social media assets.

The West Coast burger chain shocked quite a few people in the industry last August when it parted ways with Secret Weapon, the agency created to service its account more than 20 years ago. In 1993, Jack in the Box suffered a devastating Chipotle-like E. coli outbreak, and Secret Weapon founder Dick Sittig brought the brand back to life by creating and voicing its signature character.

After news of the loss went public, Sittig said good-bye to his best-known creation with a full-page print placement in AdAge and also shared it on his agency's social media accounts.

Based on the Super Bowl work, it would seem that future Jack in the Box campaigns will continue to feature Jack in less central roles. They might even teach us a few more (wildly inaccurate) lessons about American history.

CREDITS

Client: Jack in the Box

Agency: David&Goliath

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