It's Jack vs. Martha in This Celebrity Feud of a Super Bowl Campaign

Jack in the Box has a new line of premium specialty sandwiches called the "Food Truck Series," and it's as good as anything Martha Stewart could cook up. That's the premise of the fast-food chain's 2018 regional Super Bowl campaign, in which its eponymous mascot battles the culinary queen in a rivalry that extends from a Super Bowl spot into all manner of hijinks on social media. Here's the commercial itself, via agency David&Goliath: [kickout id="1"] After the spot airs on the Super Bowl, Jack and Martha will begin a Twitter feud with the hashtag #JackVsMartha. It will include the two "shooting barbs back and forth in the form of posts, videos, gifs and even giving out each other's personal phone numbers," according to the brand. There will also be partnerships with BuzzFeed and Funny or Die. "For this campaign, we wanted to highlight the premium quality of the Food Truck Series and emphasize just how unconventional these sandwiches are for a fast food restaurant," says Bobby Pearce, chief creative officer at David&Goliath. "The Food Truck Series is a huge leap forward in the QSR category, both in innovation and quality. So we wanted to create a campaign that's just as innovative and culturally relevant as the sandwiches themselves. And since it's Jack, it needed to be entertaining." Pearce adds: "Everyone loves a good celebrity Twitter feud, so pitting Jack against a culinary icon like Martha Stewart was a great way to get our message across in a fun way that will keep the conversation going across social long after the spot airs." With media partner Carat, Jack in the Box will also be testing 6-seconds regionally for the Food Truck Series, which is comprised of the Asian Fried Chicken Sandwich, the Pork Belly BLT and the Prime Rib Cheesesteak. The chain calls the sandwiches "delicious, elevated and totally unprecedented … not something you'd expect to find at a typical fast-food restaurant." • For all the latest Super Bowl advertising news—who's in, who's out, teasers, full ads and more—check out Adweek's Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere. CREDITS Client: Jack in the Box Agency: David&Goliath, LA Founder & Chairman: David Angelo Chief Creative Officer: Bobby Pearce Executive Creative Director: Steve Yee Creative Director / Art Director: Robert Casillas Creative Director / Copywriter: Courtney Pulver Associate Creative Director / Art Director: Sheldon Melvin Associate Creative Director / Copywriter: Matt Kappler Copywriter / Spanish Language: Juan Camilo Bernal Art Director: Jennifer Yi Copywriter: Chase Doutre Social Creative Director: Sara Buschkamp Social Art Director: Leslie Diez Director of Broadcast Production: Paul Albanese Agency Executive Producer: Karen Jean Global Planning Director: Donesh Olyaie Senior Social Strategist: Natalie Gomez Senior Strategist: Janet Shih Planner: Ethan Rechtschaffen Group Account Director: Dominique Branham Account Director: Richard Henderson Assistant Account Executive: Mollie Norin Executive Director Business and Legal Affairs: Rodney Pizarro Business Affairs Manager: Travis Kohler Senior Project Manager: Mark Diaz Production Company: Caviar LA Director: Neal Brennan Director of Photography: Lyle Vincent Executive Producer: Jasper Thomlinson Executive Producer: Michael Sagol Line Producer: Omar Bustos Head of Production: Casey Wooden Table Top 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: Brian Gannon (courtesy of Whitehouse Post) Assistant Editor: Nick O'Neill (courtesy of Whitehouse Post) Executive Producer (Post): Jonathan Carpio Executive Producer (Post): Joni Williamson (courtesy of Whitehouse Post) Executive Producer (Post): Joanna Manning (courtesy of Whitehouse Post) Color: Company 3 Colorist: Sean Coleman Color Producer: Matt Moran Visual Effects: Fell VFX VFX Supervisor: Russell Fell Flame Artist: Michael Do Flame Artist: Brent Gilmartin CG Artist: Oliver Macready VFX Executive Producer: Rachel Koch Mix Facility: Margarita Mix Santa Monica Mixer: Nathan Dubin

Super Bowl Commercials

It's Jack vs. Martha in This Celebrity Feud of a Super Bowl Campaign

Rivalry pushes Jack in the Box's premium 'Food Truck' sandwiches

Tim Nudd

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