Jack in the Box

Visual description: The commercial begins with a rural scene and a man sitting on a horse. Then a small man riding a small horse (Pony) passes in front of him herding cows. But there not regular cows, they are mini cows. Not mini like a baby cow, mini like a full grown adult cow shrunken down a few sizes. The small man continues herding his cattle as the commercial progress; two scenes are shown to stress the size of the characters in the commercial. First the little man on the horse salutes the camera the camera as he is standing next to a dog that he is only slightly taller than. Then one of the “mini cows” is shown next to a gofer, a gofer that does not look as small as it should when compared to a cow. There are also English words, to the Spanish song that is playing, scrolling across t the bottom of the screen during the entire commercial. Three mini burgers are shown on the screen and as the song continues to play. The commercial ends with a jack and a bunch of little cowboys around a campfire singing. Then the burgers and Jack in the Box logo is shown.

Meaning of the ad: This ad was basically an unrealistic explanation of how Jack and the Box got their new mini burgers. Their mini burgers come from mini cows that are raised by mini cowboys.

Target consumer: The target consumer seems to be people who are already eat Jack in the Box food. The mini burgers are a new addition to the menu, offering more variety but they are not pushing the idea that the mini burgers are the reason to start eating at Jack in the Box

Product Benefit: The burgers are smaller and can now be eaten as more of a snack instead of just as the main course of a meal.

Consumer Benefit: The consumer gains an additional menu option. The burgers are also very tasty. Jack in the Box has consistently introduced new menu options so these new sirloin mini burgers may also make the consumer feel as if there is always something new for them to try so it is not a bad idea to keep coming back to the same fast food place because they won’t get stuck with the same old thing.

Tone and Voice: The tone is humorous and fun. Although the commercial is slightly informative, it serves primarily to entertain and to bring to your attention that Jack in the box now has mini sirloin burgers.