Ice Cube Taunts Jack Box in Latest Munchie Meal Intro
Watching an irate Ice Cube smash a lamp into one of his framed platinum records—while Jack Box looks on in distress—is worth the price of admission.
Such silly scenes await as Jack in the Box introduces Cube's Munchie Meal.
In another highlight the actor/rapper taunting the beloved/reviled mascot with a playback of his 2008 track that boasts, "My head is so big they call me Jack N the Box."
Cube's more menacing than Box! (When Ryan Reynolds met Jack, the Deadpool star just played himself.)
"Cube was all-in from the jump," recalls Jordan Young, a creative director at TBWA\Chiat\Day L.A., which developed the campaign "Early on, we ended up getting on a Saturday morning brainstorming call with him, catching him mid-tour, where he had wrapped his show at some crazy time, like 2 or 4 in the morning. He began by apologizing that he hadn't come more prepared, then proceeded to rattle off a slew of ideas. The man just doesn't stop. It was a level of collaboration I don't think I've ever encountered."
Once filming began, his comedy chops came to the fore. "He was really comfortable improvising on set—which is exactly what you want in a partner when you're digging for those special, unexpected comic beats," Young says.
"And he knows his brand better than anyone. A couple of the lines we tossed at him while he was on camera didn't fly. Turns out Cube draws the line at 'gee-willikers!'"
"The brand wanted to build on the success of last year's Snoop’s Munchie Meal, which led to the most successful late-night window in the history of the brand, and Ice Cube was the perfect fit," says Jeff O'Keefe, also an agency CD. "He's not just beloved as a musician and an actor, but truly synonymous with Southern California culture," just like Jack in the Box.
"He also happens to have a classic song with a title almost too good to be true: 'Jack N the Box.' We knew there'd be a lot of material to work with once we gave Cube his own Munchie Meal and got these two together."
The work drops today across TV and social.
CREDITS
TBWA\Chiat\Day LA
Renato Fernandez / Chief Creative Officer
Jason Karley / Executive Creative Director
Jeff O'Keefe / Creative Director
Jordan Strode-Young / Creative Director
Heather English / Sr. Copywriter
Jamie Wynn / Sr. Copywriter
Stephanie Sczublewski / Sr. Art Director
Sarah Ko / Art Director
Gregory Ballif / Copywriter
James Miller / Executive Producer
Corey Bartha / Producer
Daysi Centeno / Associate Producer
Haley Mazza / Group Business Director
Tandi Silberman / Brand Director
Simran Devidasani / Management Supervisor
Ryan Stoner / Group Strategy Director
Shubha Chakravarty / Sr. Project Manager
Allison Fasano / Business Affairs Manager
Dessiah Davis / Head of Content Delivery
Julia Sen / Content Delivery Manager
Ximena Reyes / Content Delivery Manager
Mariana Aguilar Tiquet / Content Delivery Coordinator
JITB
Ryan Ostrom Chief Marketing Officer / EVP of Jack In The Box
Sheena Dougher VP, Marketing and Communications
Jessica Deprizio Director of Brand Marketing
Jennifer Charles Brand Manager
Morgan Higgins Director of Social Media & PR
Casey Middleton Associate PR Manager
Alex Montone Social Media Content Producer
Mackenzie Abuyen-Nuestro Social Media Coordinator
Production
Director: Brian Billow
Production - O Positive
DP- Bob
Line Producer: Sameet Patadia
Editorial - Union Editorial
EP- Joe Ross
Editor- Justin "Q" Quagliata
Assistant Editor- Julia Armine
Post FX - Coffee + TV
Producer- Shannen Ward
Creative Director of Colour- Simona Cristea
Flame Artist: TBD
