Jack in the Box TV ad too raunchy, some say
Jack in the Box has drawn criticism for its new TV commercial, which features not-so-subtle references to male genitalia.
The ad for the burger chain’s new Teriyaki Bowls riffs off the word “bowls” and how similar it sounds to a slang term for testicles.
The ad’s wink-wink attitude during a time when many people are coming forward to talk about sexual harassment in the workplace is upsetting to some.
Adweek, a trade publication that covers the advertising industry, called it “one of the most tone-deaf ads of the #MeToo era.”
The star of the commercial, the cartoon-headed mascot named Jack, tells viewers, “While other burger places serve the same old stuff, I’m the only one with the bowls to serve something different” and later informs a male office mate, “You’ve got some pretty nice bowls there. And so does Dan.” A female co-worker adds, “Those are some nice bowls,” and another woman chimes in, “Everyone’s gonna want to get their hands on Jack’s bowls.”
The ad then cuts to another office scene where an executive informs Jack that the company’s lawyers aren’t comfortable with the ad campaign. Jack is surprised he can’t say, “People love my bowls” and similar sentences.
The TV spot is for Jack in the Box’s pair of new dishes – steak or chicken covered with teriyaki sauce and served with white or brown rice.
The San Diego-based chain defended the commercial. “As a brand known by its fans for its tongue-in-cheek, playful sense of humor, this ad is simply a creative and humorous expression around the teriyaki bowl product,” the company said in a statement.
“This ad is not diminishing any movement, and we stand firmly against any form of harassment and value those who have the guts to combat it.”
“It’ll alienate some customers, but then again, we’re talking about it, so it may bring Jack in the Box to the top of people’s awareness,” said Deb Gabor, CEO of Austin, Texas-based Sol Marketing.