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.


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
VFX Executive Producer: Rachel Koch
Mix Facility: Margarita Mix Santa Monica
Sound Designer/Mixer: Nathan Dubin

• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.