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Creative

David & Goliath Rides the Range for Epic Jack in the Box Super Bowl Ad

staging.lbbonline.com, 2 years, 8 months ago

Rabbit director Owen Trevor heads on a western road trip

David & Goliath Rides the Range for Epic Jack in the Box Super Bowl Ad

Rabbit director Owen Trevor brings Jack In The Box to the wild west in cinematically shot Super Bowl XLIX spot “Legendary”, out of the chain’s new roster agency for the Buttery Jack product, David & Goliath, Los Angeles. D & G chose Rabbit director Owen Trevor for its first work on the brand, which tells the colorful story of the origin of the Buttery Jack.

The Super Bowl spot follows the Jack character riding a vintage motorcycle across the picturesque but dusty range, in a tireless quest for “something legendary.” This finally comes in the form of a cowboy making a burger in garlic herb butter. Jack seizes on the opportunity to bring the cowboy -- and the Buttery Jack – home with him, and the new menu item is born


 “We were after an epic, big screen feel on “Legendary”, says Trevor. “Generally you have one kind of a director for big screen visuals and another type for humor. But I had done both so we were able to bring the David & Goliath boards to life.” Having the cowboy actor actually sitting on the back of Jack’s motorcycle was difficult, but Owen was determined to get the shot rather than rely on visual effects. “It’s much harder to do it in camera, but looks much cooler,” the director explains.

Creative Agency

Account Manager: Kristina Papilion

Art Buyer: Andrea Rosenfeld

Art Director: Allen Yu, Robert Casillas (Digital)

Chief Creative Officer: Colin Jeffery

Copywriter: Mark Monteiro / Patrick Que, Courtney Pulver (Digital)

Creative Agency: David&Goliath

Creative Chairman: David Angelo, Brian Dunbar

Digital Creative: (Director) Josh Crick, Robert Boucher

Executive Producer: Karen Jean

Group Account Director: Michele Tebbe

Group Creative Director: Ben Purcell, Steve Yee

Head of TV / Production: Paul Albanese

Planner: Donesh Olyaie

Head of Print Production: Meredith Walsh

Project Manager: Lila Anton

Strategy Director: Seema Miller

Music and Sound

Composer: Human

Sound Mix: Nathan Dubin @ Margarita Mix Santa Monica

Offline

Edit Assistant: Ben Reesing @ Rock Paper Scissors

Edit Company: Spinach LA (In Collab with Rock Paper Scissors)

Editor: David Brodie @ Rock Paper Scissors

Executive Producer: Dina Ciccotello @ Rock Paper Scissors

Producer: Jonathan Carpio

Post Production / VFX

Colourist: Stefan Sonnenfeld @ Company 3

Executive Producer: Rachel Koch

Post Production House: Fell VFX

Producer: Rhubie Jovanov

VFX Supervisor: Russell Fell

Production Company

Director: Owen Trevor

DOP: Ben Seresin

Executive Producer: Douglas Howell, Joby Barnhart

Head of Production: Jeff Sommar

Producer: Mark Hall

Production Company: Rabbit Content

Category: Fast food , Retail and restaurants

Genre: Comedy , Scenic