Those 'street-rat crazy' menopausal women love Jack in the Box

Posted on Tue May 19 2009

Did no one tell Jack in the Box or its ad agency, Secret Weapon Marketing, that it can be hazardous to your health to make fun of menopausal women? And what about being off-message for a chain that caters to young men with stoner-sized deals for tacos and little-people ads for mini-sirloin burgers? This new ad for the fast feeder shows a perpetually smiling Donna Reed look-alike who cools down her hot flashes with help from the chain's tropical fruit smoothie. It's the only thing that keeps her from going "street-rat crazy," says bubble-headed mascot Jack. (By the way, props to the actress, who really works that Stepford wife image with a seething Serial Mom undertone.) Reaction on women's blogs actually seems fairly positive, with a number of them saying there's no harm in lightening up and laughing at a natural part of life. Sample comments: "It's good satire." "I could almost see it as a Saturday Night Live skit." "It also made me want a smoothie!" Mission accomplished? Some bloggers don't see it that way, of course, and are hoping for a day when Jack suffers from erectile dysfunction. Create a commercial about that, and maybe those fiftysomething women would hit the drive-thru.

—Posted by T.L. Stanley

It's always lots of fun when your mascot gets run over by a bus

Posted on Tue Feb 3 2009

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 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



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