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David&Goliath Advertising Super Bowl

It's Martha Stewart vs Jack Box in Super Bowl culinary 'Showdown'


By Kyle O'Brien, Creative Works Editor

January 29, 2018 | 3 min read

Martha Stewart is never one to back down for what she believes in, and her tenacity is on full (comic) display in a Super Bowl spot for fast food chain Jack in the Box.

Jack and Martha Stewart

Jack vs Martha Stewart in Super Bowl campaign

In the 60-second spot, ‘Showdown,’ created by agency of record David&Goliath, Jack in the Box spokes-founder, Jack Box, barges onto the set of Stewart’s show after hearing the culinary icon boldly state, “You’d never find a quality Banh Mi-inspired chicken sandwich like this at a fast-food restaurant.”

Jack, in full gloves-off mode, states that having a sandwich like hers is exactly what the restaurant is doing with its new Food Truck Series. The face-off grows into an all-out celebrity feud, with Jack demanding that Martha try his Asian Fried Chicken Sandwich and take back what she said. Stewart then plays a literal game of ‘got your nose’ with Jack and has him physically removed from the set.

In another teaser, Jack is seen defacing a Stewart promotional poster before being chased away. Both spots end with the hashtag #JackvsMartha to extend the feud into the social realm.

Jack in the Box’s latest line of sandwiches – the Food Truck Series – steps outside the conventions of traditional fast food and features three new premium food truck-inspired sandwiches, like the Asian Fried Chicken Sandwich, the Pork Belly BLT and the Prime Rib Cheesesteak.

The regional campaign will air during the game and will elevate the Twitter feud between Jack and Martha that includes the two shooting barbs back and forth in the form of posts, videos, gifs and even giving out each other’s personal phone numbers.

Jack vs Martha

There will also be partnerships with Buzzfeed and Funny or Die. Additionally, media partner Carat will be introducing a test of six-second ad units on a regional level for Jack in the Box, bringing this first-to-market opportunity to life.

Jack in the Box: advert-body-3 by David&Goliath

By Jack in the Box

Overall Rating 4/5

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