Agency: Kowloon Seafood Co., Santa Monica
Challenge: Keep the 4-year-old campaign, centered around the sassy Jack-in-the-Box clown, fresh.
The Ads: The TV spot is a sendup of political advertising, which Californians will be seeing more of in coming months. Jack the family man is shown pushing little Jack on a swing. Jack the environmentalist is shown hugging a tree. Jack the politician kisses a baby, who bursts into tears. As the vignettes appear, a narrator hails Jack as a "man with a plan," unafraid to take stands on important issues. "Like shakes," Jack declares, "I'm for them." Not above negative advertising, Jack bashes his opponent--shown with horns and a devilish goatee--as a "milkshake-hating extremist." The ad ends with a narrator declaring the spot has been paid for by "citizens for classic milkshake combos."