Mark Hamill knows a thing or two about clowns. In addition to playing Luke Skywalker in Star Wars Episodes 4-6 and 8-9, Hamill infamously voiced The Joker in the animated Batman, Batman Beyond and Justice League series. Now, Hamill takes on another infamous clown, Jack, in TBWA\Chiat\Day Los Angeles‘ first campaign for Jack in the Box since 1997.
As a teenager in the 70s, Hamill, already an aspiring actor, worked at Jack in the Box, and when he finally had the opportunity to work the drive-thru, he decided it would be fun to do a clown voice. So he did. He was ultimately let go for not taking the role seriously enough… unfortunate for him at the time but as it would turn out better for the rest of the galaxy.
What fans may not know is that Mark Hamill was once fired from Jack in the Box for impersonating a clown in the drive-thru, but now he’s back… for a limited time, just like the Spicy Chicken Strips and French Toast Sticks.
The duo tells the story of epic comebacks, from the homecoming of Jack in the Box’s most famous employee Mark Hamill to the limited return of Jack’s Spicy Chicken Strips and French Toast Sticks. Watch below:
REELated:
The campaign created in collaboration with advertising agency TBWA\Chiat\Day marks the first set of creative work by the AOR for the brand since 1997.
From a strategic standpoint, TBWA\Chiat\Day LA is on a quest to restore the legacy of Jack Box and continue his legendary reign as CEO of Jack in the Box. For everything the agency does, it leads with W.W.J.B.D. (What would Jack Box do?)
The production company behind the project is Station Film. Director Brendan Gibbons said, “The TBWA/Chiat team are a great bunch who came up with the idea to bring Mark back to the place he worked before he was an actor. That’s a great hook. We worked together to find a bunch of funny stuff we could hang on that hook. And what a pleasure Mark was. A great sport and a true gentleman.”
The integrated campaign will include 15s for TV & CTV running with ample weighting in high-reach football properties as well as a full suite of paid social support across TikTok, Snapchat, Twitter, and Meta properties.
Jack is also releasing a limited-edition comic book that illustrates Mark Hamill’s history with Jack in the Box that will be available for fans to purchase this August. It’s an epic, previously untold story of fate, friendship and spicy chicken strips, decades in the making. Visit here for updates and additional details.
Additional support will plaster the spots across YouTube, Spotify, and Pandora radio. Media planning for the campaign was carried out by Carat.
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
