In this “So Munch More” campaign spot titled “Engagement,” a young man asks a girl’s father for her hand in marriage. The glitch is that the aspiring groom is so obsessed with Jack in the Box’s Big Smashed Jack burger that he substitutes the word “munch” for much, declaring for example that he is so “munch” in love with the dad’s daughter.
The father doesn’t believe what he’s hearing–and an explanation from the nearby Jack Box, fast food’s most unruly CEO/spokesperson, doesn’t help matters.
The “So Munch More” campaign is from TBWAChiatDay Los Angeles, with Maggie Carey directing the commercials, including “Engagement,” via production company Caviar.
“We felt we’d landed on something special with the phrase ‘So Munch More’ for a few reasons. It’s a description. It’s a promise. It’s a call to action. It’s inherently competitive, which has always been part of Jack’s DNA. And the brand has equity in the word ‘munch,’ with their Munchie Meal and more. We saw an opportunity to elevate ‘munch’ and have it stand for how eating is different at Jack versus the other guys: always joyful, and full of discovery, never boring,” said Jeff O’Keefe, creative director, TBWAChiatDay LA.
Credits
Client Jack In The Box Agency TBWAChiatDay LA Jason Karley, executive creative director; Jeff O’Keefe, Jordan Young, creative directors; Heather English, sr. copywriter; Jon Ollom, copywriter; Bern Dalla, art director. Anh-Thu Le, head of production; Alyson Buoncristiani, sr. producer; Aliza Grover, producer; Ryan Stoner, group strategy director; Hannah Barr, strategy director. TBWASydney Evan Roberts, chief creative officer; Stuart Tobin, creative director; Anton Posa, creative. Production Company (live action) Caviar LA Maggie Carey, director; Michael Sagol, managing director/exec producer; Casey Wooden, exec producer; Cat Craven-Griffiths, head of production; BP Cooper, producer. Food/Tabletop Taste In Motion (Food Forward); Thomas Schauer, director/partner; Tim Case, exec producer/founder; Becky Donahue, exec producer; Marieta Blaskova, sr. head of production; Franny Freiberger, line producer; Marian Collins, food stylist. Editorial Cartel Andy McGraw, lead editor; Viet-An Nguyen, exec producer; Cassandra Guardado, post producer; Ersin Dougruer, Daniel Antebi, assistant editors. Color Grade Coffee & TV Vincent Taylor, colorist; Adam Reeb, exec producer.
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
