Jack in the Box is cooking up a seriously spooky Halloween campaign featuring the brand’s first-ever horror short which rolls out today (10/13).
The campaign marks the return of Jack’s infamous Monster Tacos and the launch of their all-new product: Angry Monster Tacos.
Titled Feeding Time, this horror short was written by Hollywood-pedigreed horror writers Marcus Dunstan, Asha Michelle Wilson, Patrick Melton and Kara Lee Corthron, respectively known for their work on projects like American Horror Story: 1984, Servant and the Saw film franchise. Dunstan also directed the short in which a couple of kids are bullied and have their trick-or-treat candy taken from them by some older kids/young adults. But in Feeding Time, the victimized kids get their candy back while the perpetrators get quite the comeuppance.
Directly impacted by the WGA strike, the Hollywood writers were a part of the creative/script development, giving them an outlet to continue their creative output. Additionally, agency TBWAChiatDay LA identified opportunities to take a line-producing approach instead of a traditional production house approach for the campaign, allowing them to collaborate with film crew who had also been indirectly impacted by the strike.
Credits
Client Jack in the Box Agency TBWAChiatDay Renato Fernandez, chief creative officer; Bruno Regalo, chief design officer; Jason Karley, executive creative director; Bert Marissen, Jeff O’Keefe, creative directors; Stephanie Sczublewski, sr. art director; Jamie Wynn, Heather English, sr. copywriters; Scott Behrens, copywriter; Cameron Cartwright, art director; Kim-Lara King, executive producer; Amand Azoroh, sr. producer; Aliza Grover, Sergio Muniz, Chris Wood, producers; Daysi Centeno, production coordinator; Corey Kindberg, strategy director; Aaron Rivera, sr. strategist; Stephanie Ehui, head of connections strategy; Josh Brinkman, data strategist. Creative/Hollywood Screenwriter Partners Asha Michelle Wilson, Kara Lee Corthron, Patrick Melton, Marcus Dunstan. Production Company Green Arm Man Productions Marcus Dunstan, director; Eric Leach, DP; Sean Gowrie, line producer/unit production manager; Christopher T. Sadler, 1st AD; Michael Barton, production designer; Lauren Kendall Veronick, costume designer; Onyx Studios, creature effects designer. Editorial Andre Coutts, editor; James Rota, producer. VFX Set In Stone Brook Stone, Jackie Stone, producers. Monster Truck Model & Animation Soapbox Films Tentacle Model & Animation Ty Thomson Monster Effects Dastoli Digital. Color Therapy Studios Omar Inguanzo, sr. colorist. Sound Design & Mix Therapy Studios Dillon Cahill, mix engineer; Dori Holly, assistant mix engineer; John Ramsay, exec producer. Music Charles Clouser, artist/composer. Production Company (Food) Camp Lucky Tom Ryan, director/DP; Tammie Kleinmann, CEO/partner; Brandon Tapp, exec producer; Chelsea Sevadjian, Evan Murphy, producers. Editorial Be Grizzlee Mick Hackett, Cudjo Collins, Paul Plew, editors; Mystikal Scalzi, assistant editor; Ian Dawson, exec producer; Jesse Looney, sr. producer. VFX Christopher Moore, sr. Flame (cleanup/comp); Jimmy Cassale, Flame (cleanup/comp); Laura Panella, effects/graphics; Jesse Looney, sr. producer. Color Luis Silva, sr. colorist. Sound Design & Mix (Food only) Lime Studios Adam Primack, mix engineer; Ally Hustings, Collin Thomas, Ian Connie, assistant mix engineers; Cassie Underwood, associate producer; Susie Boyajan, exec producer.
Director Sune Sorensen of production company Hey Baby teamed with The Wonderful Agency on this lovely story to ring in the holiday spirit for floral delivery service Teleflora.
The spot introduces us to Matty who’s hospitalized during the holiday season when a magical encounter with a snowman ensures. There’s something unusual--and familiar--about this snowman. And thanks to Make-A Wish, Matty sees the person whom the snowman represents--his father who’s away on naval duty.
The production was shot in Vancouver, Canada, and includes local talent and crew. Sorensen related, “It’s hard enough to find strong, believable, child actors let alone one who has to not only carry the story but also deliver complex emotions on cue.” Clearly, he found one. “When Aaron Stansberry auditioned, the entire room starting crying. I don’t remember the last time that has happened. It was clear that he understood what it meant to his character in a very profound way. His tears felt genuine.”
The commercial is part of the “Power of Wishes” campaign which empowers Americans to help Teleflora donate $250,000 to the nonprofit organization Make-A-Wish. More than 4,000 children will receive a devastating diagnosis this holiday season and through this partnership, Teleflora will help Make-A-Wish grant life-changing wishes to children with critical illnesses. Donations are triggered when consumers order qualifying seasonal bouquets on Teleflora’s website, like the Teleflora and Make-A- Wish collaboration posts on Instagram or Facebook, or through an in-person activation at Rockefeller Center in New York City, where passersby can build a snowman on December 11. Teleflora will donate $10 to Make-A-Wish for every snowman built during the... Read More
