Just like Jack Box, hip hop artist Ice Cube is a West Coast legend, exuding a cultural presence and consumer appeal that perfectly complements the lively, late-night atmosphere we all adore, making him the ideal collaborator to bring this campaign to life.
Adding to the serendipity of this partnership, Ice Cube also boasts a classic song titled Jack N the Box, further solidifying his association with Southern California culture.
This comprehensive 360 campaign, developed in partnership with creative agency TBWA\Chiat\Day LA, includes a 30-second live-action digital spot, two 15-second live-action TV commercials, behind-the-scenes assets, stills, and social media content.
Launching on 6/3, the new campaign will showcase Cube and Jack as friends and business partners hanging out at a recording studio late at night, indulging in Jack’s tasty offerings. “Cube’s Munchie Meal” includes a Chicken Tater Melt.
Each spot highlights Cube’s iconic tough yet endearing persona as he savors his new favorite Munchie Meal, unable to get enough of it. They also feature Ice Cube’s original song Jack N The Box, with one instance using the song’s lyrics to create humorous tension between Ice Cube and Jack.
In the first spot, Cube, in typical Cube fashion lets Jack know what he thinks of the meal starting with, “Hey yo Jack we need to talk about my Munchie Meal.” Watch the three spots below:
REELated:
“The brand wanted to build on the success of last year’s Snoop’s Munchie Meal, which led to the most successful late night window in the history of the brand, and Ice Cube was the perfect fit – not just beloved as a musician and an actor but truly synonymous with Southern California culture. He also happens to have a classic song with a title almost too good to be true: Jack N the Box. We knew there’d be a lot of material to work with once we gave Cube his own Munchie Meal and got these two together.” – Jeff O’Keefe, Creative Director, TBWA\Chiat\Day LA
No stranger to iconic collaborations, this marks the second time Jack in the Box has teamed up with beloved West Coast rappers. The brand previously launched a successful campaign for Snoop Dogg’s Munchie Meal in 2023, resulting in their most prosperous late-night sales to date.
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