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 TBWA\Chiat\Day 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, TBWA\Chiat\Day LA.   [video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2025/03/17104125/Big-Smashed-Jack-Combo-Engagement-Jack-in-the-Box.mp4"][/video] Read More