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Creative David&Goliath Ad of the Week

US Creative Work of the Week: Jack in the Box – ‘#NationalBurgerDay’


By Minda Smiley, Reporter

June 8, 2016 | 3 min read

Jack in the Box: advert-body-1 by David&Goliath

By Jack in the Box

Overall Rating 4/5

Vote now

Brands love to get in on the excitement of (made-up) food holidays like National Pancake Day, National Donut Day and National Chocolate Ice Cream Day on social media. Recently, fast-food chain Jack in the Box created an entire social media campaign around National Burger Day (May 28) to promote its ‘buy one, give one’ offering with a series of six short videos.

Created by David&Goliath, the campaign has been voted by US Creative Works readers as US Creative Work of the Week.

In each short film, brand mascot Jack Box – who also “serves” as the brand’s founder and CEO – is seen sitting in his office clad in a suit and tie as he tells consumers about the holiday promotion.

He then gives suggestions about who people can give their second burger too, like their mom, coach of the local Pee Wee football team, or the guy who is stuck playing tambourine in the band and is “only up there” because he’s the lead singer’s third cousin.

His giving spirit then becomes too much for him to bear, so much so that he begins to uncontrollably sob and the cameras are forced to stop rolling.

The six short films ran on Facebook and Twitter during the days leading up to National Burger Day and were each geo-targeted to specific demographics depending on their content.

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here.


Founder & Chairman: David Angelo

Chief Creative Officer: Colin Jeffery

Executive Creative Director: Steve Yee

Executive Creative Director: Bobby Pearce

ACD/Art Director: Rory Odani

ACD/Copywriter: Jason Miller

Junior Art Director: Henry Hsu

Social Media Art Director: Fabienne Wente

Director of Broadcast Production: Paul Albanese

Agency Executive Producer: Karen Jean

Senior Agency Producer: Juliet Diamond

Agency Producer: Carlie Naftolin

Group Account Director: Michele Tebbe

Account Director: Bryan Reugebrink

Management Supervisor: Nancy Diaz

Account Supervisor: Denny Tran

Account Coordinator: Shannon Stucke

Senior Project Manager: Lila Anton

Project Manager: Mark Diaz

Sr. Social Strategist: Natalie Gomez

Sr. Digital Strategist: Rachel Fletcher

Digital Analytics Manager: Shaun Jacobs

Production Company: Spinach

Director: Bobby Pearce

Director: Steve Yee

Director of Photography: Omar Morales

Head of Production: Adam Bright

Production Company: Spinach

Editorial House: Spinach LA

Editor: Dan Bootzin

Assistant Editor: Carlos Crooks

Producer: Hunter Conner

Producer: Jonathan Carpio

Fell VFX

VFX Supervisor: Russell Fell

Executive Producer: Rachel Koch

Mix Facility: Margarita Mix

Sound Designer/Mixer: Nathan Dubin

Creative David&Goliath Ad of the Week

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