Jack Box (full name Jack I. Box or simply known as Jack) is the primary mascot of the Jack in the Box fast food restaurant chain. In television commercials, he is the founder, CEO and ad spokesman for the chain. His appearance is that of a typical white male, with the exception of his spherical white head, blue dot eyes, conical black pointed nose and curvilinear red smile. He is most of the time seen wearing his trademark yellow clown cap and business suit.
The company has used the Jack Box mascot in its advertising since 1994 and has won a number of advertising awards for the long campaign.[1]
History
Prior to 1980, the chain used Jack as its symbol, which sat atop the drive-thru menus in the 1960s and early 1970s. Jack's head was also atop the large signs at each location. In 1980, the chain decided to establish a more "mature" image by introducing a wider variety of menu items and (most notably) discontinuing the use of Jack. A series of television commercials announced that "now we stand for great new food", to which the commercials showed the dramatic destruction of the notorious clown heads (most commonly through explosion, also dropping them from a crane and launching them like a rocket). Throughout the late 1980s to the 1990s, Jack in the Box tried to position itself as a premium fast food alternative, with varying results.