Jack In The Box’s Legendary Quest


Tom Ryan Makes The New Buttery Jack™ Sizzle For Agency David&Goliath

Tom Ryan’s expertise is making food a visual hero. In the case of this creative by David&Goliath, Jack and The New Buttery Jack join intrepid & delectable forces on the screen.

For this spot, which launched regionally on the Super Bowl before its nationwide airing, Ryan captured the signature new burger — the ultimate find in Jack’s quest to discover something legendary. The challenge was to film the Buttery Jack™ so that it would integrate deliciously into the spot’s narrative (directed by Owen Trevor) where Jack journey’s through wind and rain to a cooking cowboy in the middle of nowhere, the intoxicating scent of garlic butter — the roadmap for Jack’s discovery.

“The key was to make the food look like a seamless part of the story and also stand out as the new offering by Jack in the Box,” Tom explains. “The agency had a clear and clever direction on how to achieve this integration. We were very much aligned in our view of how to create the look to showcase the Buttery Jack. This unified approach, and their strong vision for the overall spot, made it a terrific process to be a part of.”

This is the story of how the new Buttery Jack™ came to be, both on screen and behind the scenes. Legendary goodness. Read more from Adweek.