It’s #jackvsmartha in the Jack In The Box Super Bowl spot featuring a stand-off between the mogul and the mascot.

At the center of it all, table-top with a banh mi-inspired fried chicken sandwich deliciously directed by Lucky 21’s Tom Ryan. This is the third consecutive Super Bowl collaboration between agency David&Goliath and Jack in the Box — it’s an enduring team that champions deliciousness, no matter who goes head-to-head. Or nose to…

When introducing a new menu item, the key is to highlight each element so the imagination triggers a taste sensation. In this case, the juxtaposition between Martha Stewart’s creation and the new Jack In The Box sandwich had to visually demonstrate that the distinction was simply a matter of perceived food superiority. As the tension rises, so does the fried chicken.