If you were one of the 90-million-something fans who tuned into Super Bowl XLIII on Sunday, perhaps you caught this spot for Jack in the Box, which aired in select markets (Austin, Dallas and San Francisco among the top ones). The hamburger chain said the ad, while eerie in tone, was meant to be an attention grabber on what is arguably the biggest food consumption day in America. The spot, via Secret Weapon Marketing in Santa Monica, Calif., shows the fast-food chain's beloved mascot, Jack, getting hit by a bus.
Jack in the Box CMO Terri Funk Graham says the spot marks the beginning of a larger campaign that will kick off for the brand, mainly to highlight its breakfast menu. There's already a load of other videos at HangInThereJack.com. Company rep Brian Luscomb adds: "Some of our competitors will stop serving breakfast after 10 or 11 o'clock. At Jack in the Box, you can have your breakfast any time of the day or night." The campaign also includes an interactive and viral element handled by Apollo Interactive in Culver City, Calif.
—Posted by Elaine Wong