Jack In the Box Rules

Rick Stanton, Creative Director / Managing Partner, Stanton & Everybody Advertising + Design

There isn’t a week that goes by when someone doesn’t ask me what my favorite commercial or campaign is, and the answer the last few years has been the same: Jack In the Box.
It’s hard to know where to start with the accolades.
Perhaps for starters it’s how well they know their key customer. Guys.
The humor has just the right amount of sophomoric goofiness with a little touch of sophisticated irreverence that makes it wryly intelligent, letting 18 year olds and geezers like me share a laugh. And the continuity in the tone and manner of that humor has held up for a decade, through who knows how many writers and art directors.
Jack In the Box has to be one of the most successful in turning a logo into an avatar.
The moving, living alter ego of the brand. Jack’s is the wise guy’s likeable wise guy.
From the antenna balls to the vertically challenged little people in the current Mini Chicken Sandwich ads, they have taken risks, made us snicker and consistently left us anticipating the next ad. The ads have more entertainment content than most of the programming.
Consistency pays off in the long run. But memorable, sticky messages, like the Jack In the Box campaigns, redefine the importance of that steadiness. Too many advertisers are quick to abandon ship or their agency before an approach has a chance to take root.
I applaud the client and the shop for making such great ads for so long.
Just for the record, my #2 favorite is Pedigree Dog Food. Lee Clow’s leadership at TBWA\Worldwide has produced some of the most memorable and important advertising ever done. The work for Pedigree not only created great work, but it changed the essence of the company from people who make dog food to people who love dogs. The consumer credibility that provides is the stuff that proves what we do as advertising professionals is important and goes beyond awards and cheap media buys. This campaign supports the idea that it isn’t what you sell, it’s what you stand for.
I have a couple things from You Tube for your viewing pleasure.
I dare you to watch the Pedigree ad and not get quiver lip.