Dick Sittig–the man known to millions as the voice of Jack from Jack in the Box commercials–knows how to wow an audience. The founder of the Kowloon Wholesale Seafood Co., Santa Monica, Calif., stole the show during the Feb. 24 Los Angeles Advertising Agencies Association Leader of the Year awards dinner and gala. The event at the Regent Beverly Wilshire was organized to recognize the West coast’s top three agency leaders.
DEAR REFEREE JOAN: My wife and I are having a disagreement over the Jack-in-the-Box character in the television commercials. Since the costumed character hides his true identity, it is my contention nevertheless that it is always the same person. She feels that it can be played by anyone at any time. My reasoning is that it must be a pretty lucrative acting part that I’m sure is protected by contract to only one person. I will concede to her that it could be someone else’s voice, but even though we can’t tell who he is, it is always the same person inside the costume. There’s a 10-minute chair massage at Whole Foods riding on this. Mike and Ann, Walnut Creek Dear Mike and Ann: You can take a seat in the chair, Mike, although Ann might have grounds to contest it. The only actor identified as the big giant head is Jack Tate, one of the original members of Fratelli Bologna, an East Bay improv group founded in 1981 by Richard Dupell. Tate now works as a puppeteer in Los Angeles, and presumably is the body of Jack. But that’s not to say no one else has ever put on the head. I found one report claiming there were two actors. Perhaps one is a stunt clown? Tate is not the voice of Jack, however. Although Dick Sittig, the advertising mastermind behind the Jack in the Box commercials, has steadfastly refused to confirm it, he is the suspected voice of Jack. Sittig pretty much saved the franchise with his ad campaign, bringing Jack out of retirement to clean house at the fast-food company. At the time, Jack in the Box was facing lawsuits and public distrust after four children died and others became ill after eating undercooked hamburgers. Sittig is creative director of the ad firm Secret Weapon in Santa Monica. Dear Joan: Long ago I watched “Soloman & Bathsheba” starring Haile Berry and someone Smith (the man who played on “The Streets of San Francisco”). It was a beautiful movie yet I’ve never seen it listed in any of Haile’s credits. Any idea of where I can find this movie? Judith O’N., Richmond Dear Judith: The reason you might not be able to find this movie is you’ve got a little bit of information wrong. The movie you recall was “Solomon & Sheba,” and it starred Halle Berry and Jimmy Smits, who was on “NYPD Blue,” not “Streets of San Francisco.” There was a movie called “David and Bathsheba” (1951) with Gregory Peck and Susan Hayward. And another film titled “Solomon and Sheba” (1959) with Yul Brynner and Gina Lollobrigida. The film with Halle aired in 1995 on Showtime. It was one of two 1995 Biblical-theme films produced for Showtime that year by Dino De Laurentiis and directed by Robert Young. The other film was “Slave of Dreams,” starring Edward James Olmos, Sherilyn Fenn and Adrian Pasdar. Unfortunately, the film has never made it onto VHS or DVD. Dear Readers: It’s time again for the 24th annual Contra Costa County Trivia Tournament. The yearly challenge is sponsored by employees of the county probation department, and benefits the Juvenile Hall Auxiliary. If you’re interested, the tournament will be 11 a.m.-4 p.m. April 19. There’s a $100 entry fee, and teams can have up to six members. For more info, call Rich Berkery at 925-313-4133 or . Space is limited to 30 teams, so sign up early. Maybe I’ll see you there.
Is it you every time? Is that your own pre-recorded voice we hear? Do you get paid the same salary as other commercial actors even if your face is not on screen? Is the mask cumbersome? Do you do any commercials other than the JiTB ones?
Apr 27, 2016  Jeremy Brooks via Flickr / Jeremy Brooks via Flickr It's a burger joint known for its tacos and irreverent mascot, but Jack in the Box has a lot more snacks and hijinks where that comes from. In the late '70s, Jack in the Box decided to shed its circus-like interiors, lose the clowns atop its restaurants and in its drive-thrus, and evolve into something that’d appeal more to adults than children. So, in 1980, the chain kicked off a decade or so of ‘premium fare’-aimed marketing with a commercial in which a group of employees blow up the mascot while a drive-thru customer gives the order to "Waste him!” Later commercials, including one from 1981, continued to echo the idea of explosive changes going on at the restaurants. The mid-’90s “Jack’s Back” campaign reestablished the mascot (“thanks to the miracle of plastic surgery”) and was meant to help reinvent the company after a major E. coli contamination crisis in 1993, which resulted in several deaths and left the chain near bankruptcy. The campaign’s TV commercials quickly established that the new-and-improved character—now named Jack Box—was indeed back in town, but the use of a remote detonator bomb in the ad drew criticism in the wake of domestic terror attacks along the East Coast. A later commercial, from 1997, shows Mr. Box sparking a violent confrontation with a man who’s been calling the chain “junk in the box.” Jack shows up on his doorstep unannounced and chases the man through his house and into his back yard (with the cameraperson running along behind, Cops-style). He force-feeds the naysayer Jack in the Box fare while pinning him to the ground. “Tasty!” the man declares while a menacing Jack asks, “You’re not just saying that 'cause I could snap your arm like a twig?” The ad was only shown after 10 p.m., and it won an award at an international advertising festival the following year. Coming from a born-and-raised California chain, it’s possible that Jack in the Box’s recent ad campaign “featuring vacant, half-baked millennials” was responding to recent legislative and cultural shifts that have made marijuana a lot more accessible to Golden State residents. Explained in one ad spot, the promotional $6 Munchie Meal is a “boxful of crunchy crave-ables,” appropriate for that window between 9 p.m. and 5 a.m. when “things get weird” and containing items that an experimental snacker might concoct (and get really excited about): a grilled cheese sandwich grafted to a burger, a chicken bacon melt with a hashbrown patty wedged in, and so on. In another 2014 commercial, a young woman and a puppet version of Mr. Box, chilling out in bean-bag chairs, discuss the pros and cons of having spoons for hands before Puppet Jack suggests a late-night food run. The Week reported, however, that the fast food company insists it’s not deliberately targeting pot smokers but rather “folks looking for indulgent treats,” such as “late-night shift workers and millennials who get the munchies at odd hours.” So...stoners, yes? As Guinness notes, the restaurant was awarded the honor this past March for constructing an “eight-story-high voucher measuring an incredible 185.81 m² (2,000 ft²), highlighting a Buy One Get One Free (BOGOF) offer on ‘Buttery Jack,’ a quarter-pound burger with garlic herb butter melted on top.” Customers were allowed to ‘redeem’ the coupon by displaying a picture they’d taken of it at checkout. |
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