Jack in the Box Super Bowl commercial 2018: Jack v. Martha Stewart
In this article, we’re putting the focus firmly on the Jack in the Box ad featuring none other than Martha Stewart, a great way to feature the fast food chain’s new line of chicken sandwiches. It’s Jack going on Martha’s “talk show” and basically challenging her to a showdown.
The premise – After Jack shows up on Martha’s set, he finds himself in some hot water as she doesn’t seem altogether down with some of his big claims about his sandwich. She at one point rips off his nose, and even after putting it on she still refuses to try the sandwich. This, in turn, leads to an impending “Twitter war” between the two parties.
Brand recognition – Jack in the Box has been using this Jack mascot for ages, and it really doesn’t take a whole lot of time in order to figure out why. He’s super-familiar to viewers, he’s obnoxious, and he never really seems to go out of style. He is the perfect brand ambassador for Jack in the Box and it’s impossible to watch this commercial without knowing what it’s for. They got their money’s worth — which, as we know, is a heck of a lot of money.
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Creativity – Bringing in Martha was a good touch given that she is the last sort of person you would expect to see at a Jack in the Box. She’s also shown over the years to have a good sense of humor and is certainly game for this sort of stuff. Using this commercial to start a Twitter battle at the end with a custom hashtag? Smart marketing on Jack in the Box’s part, even if it felt somewhat predictable and forced.
Our overall grade – B. The entire premise behind the commercial was sound; the only thing that was missing was a little of the spice. For whatever reason, this was not as funny as it could’ve been.
What did you think about this Super Bowl commercial? Share some of your thoughts now in the comments! Also, you can like CarterMatt on Facebook for some other updates on the big game and more. (Photo: Jack in the Box.)