First appearance 1994 Aliases Jack, Jack I. Box | Created by Richard Sittig | |
Portrayed by Dean Baker (1994–1999)
Bob Thompson (1999–2004)
John Glenn (2004–2014)
David Tompkins (2014–)
Peter Sittig (puppet) Voiced by Richard Sittig (1994-2015)
David Tompkins (2015–) (English) (English)
Horacio Mancilla (Spanish) Family Jim Box (cousin) Joey (cousin) Joey Jr. (nephew) | ||
Jack Box (full name Jack I. Box; or simply known as Jack) is the mascot of American restaurant chain Jack in the Box. In the advertisements, he is the founder, CEO, and ad spokesman for the chain. According to the company's web site, he has the appearance of a typical male, with the exception of his huge spherical white head, blue dot eyes, conical black pointed nose, and a curvilinear red smile. He is most of the time seen wearing his yellow clown cap, and a business suit driving a red Viper convertible.
Contents
- History
- Company biography
- Other facts and family members
- 2009 bus accident and recovery advertising campaign
- In media
- References
The company has used the Jack Box mascot in its advertising since 1994 and has won a number of advertising awards for the long campaign.
History
Prior to 1980, the chain used a huge clown head as its symbol, which sat atop the remote activated talking drive-thru menus (in the 1960s and early '70s the rotating clown head was also at the top of the large signs at each location). In 1980, the chain decided to establish a more "mature" image by introducing a wider variety of menu items and, most notably, discontinuing the use of Jack. A series of television commercials announced "We're blowing up clowns!" and showed the dramatic explosion of the notorious clown heads. These commercials led to many complaints by parents over the violence. Throughout the late 1980s to the 1990s, Jack in the Box tried to position itself as a premium fast food alternative, with varying results.
In 1993, a major food contamination crisis was linked to Jack in the Box restaurants and by 1994, a series of lawsuits and negative publicity took their tolls and pushed their corporate parent, Foodmaker Inc. to the verge of bankruptcy. In the short term, they decided to promote their initiatives on food safety and then approved a new guerilla advertising campaign created by Richard (Dick) Sittig, then working at the TBWAChiatDay ad agency in Santa Monica, California. The concept brought back the original company mascot, Jack, but now in the form of a savvy, no-nonsense businessman who happened to have an enormous round clown head.
A series of new commercials featured a new, more-serious Jack with a smaller head and wearing a business suit (according to him, "thanks to the miracle of plastic surgery"). In the very first of these new commercials, he blew up the board of directors as retribution for his supposed destruction in 1980 (using the 7-note musical signature in its previous campaign as a tribute). This image of destruction angered many, as it occurred at nearly the same time as several domestic bombings hitting the news in those days (see Oklahoma City bombing). But the ad agency and the corporation stuck by the new campaign. Their intent was to prove to a wary public that the company was no longer the same restaurant chain plagued by the food safety scandal, and because the commercials had a definite humorous element to them that undermined the alleged "retribution" that Jack was supposedly demonstrating in these commercials and overall, the public responded positively.
Car antenna ornaments shaped like Jack's head have been a mainstay of the restaurant chain's promotion for several years.
Dick Sittig was the voice of Jack until 2015. He left TBWA/Chiat/Day in 1997, taking the ad campaign with him to his own agency in Santa Monica, first called "Kowloon Wholesale Seafood Co." and later as Secret Weapon Marketing. Jack in the Box ended its relationship with Sittig and Secret Weapon in 2015.
Company biography
The company's "bio" of him claims the following facts:
Other facts and family members
2009 bus accident and recovery advertising campaign
On February 1, 2009, a new ad campaign began with a Super Bowl ad that showed Jack being struck by a bus outside his corporate office. Along with his second in command, Phil, he was walking down the street, stating that he wants the public to know about the fact that the public can order anything on his menu, anytime. He states "For instance, breakfast all day, or maybe a burg-." At that moment, a bus is seen to strike Jack head on, as onlookers cringe and his hat knocked off. The ad ends with Jack lying on the ground badly injured while the paramedics are being summoned. Viewers were then directed to visit the website hangintherejack.com to check on his condition.
The next ad showed Jack being checked into the hospital and being operated on as his heart stopped, as Doctor Robert Conely was talking about the a "midnight breakfast at Jack's" with Nurse O'Brien. It is also revealed that his head did not fit into the CAT scan machine and that the doctors were using unprofessional equipment (Doctor Conely states at the end of the ad to give him a hot glue gun and a bonesaw).
The third ad showed Jack in a coma, and Phil volunteering to take his place at the company's head, despite Jack not being dead (he felt that he was close enough to death that he should prepare to step up, and Dr. Conely even states that he might not live). All the while, another assistant, Barbara, is more positive about the situation, stating that Jack will recover.
The fourth ad showed Phil announcing, after snapping his fingers, that he was going to take over Jack In the Box. Jack, regaining awareness of his surrounding (albeit only listening and blurred vision), thinks to himself that Phil using most of his ideas is a good thing. However, Phil states that he intends to change the company name, to "Phil in the Box", going as far to hold up the future company logo. At that moment, Jack woke up and began throttling Phil, stating that he will not let the name change occur, and stating that he has work to do, all the while demanding his pants. The words "Jack's Back" appear on the screen.
Shortly after the announcement, the company got rid of the old Jack In the Box logo, and introduced a newer, more modern logo, along with a redesigned website. The overall campaign was noted for its unusually extensive (for the time) use of social media to gain viewer impressions at a lower cost than traditional media.
In media
The Pilot Episode of American Dad! shows Stan Smith falsely blaming a student body candidate at his son's school for having a sexual relationship with Jack. When his son, Steve states that he thought that Jack was in the basement of the Smith house, it cuts to houseguest Roger Smith finding Jack in the basement, tied up and stripped down to presumably nothing.
The April 24, 2009 edition of the Adam Carolla Podcast featured Sittig, in character as Jack, involving a humorous discussion on other restaurant mascots (Ronald McDonald, The Burger King), the fast food business and general listener Q&A. In the podcast, Jack insinuates that The Burger King is bisexual, citing his attire (tights, felt shoes and a cape). Carolla jumps in with a tale of the King buying a drink for a male friend of his in Canada, though this claim cannot be verified.