Spine-Chilling Halloween Short Film by Jack in the Box: A Must-Watch Thriller!

Article Brief:

In celebration of the re-release of Jack in the Box's Monster Tacos and the introduction of the new Angry Monster Tacos, the brand has launched its inaugural horror short film titled "Feeding Time," as revealed in information provided to Our Website.

The TBWA\Chiat\Day LA collaboration has resulted in a larger campaign, which encompasses short-form spots that will be aired on various platforms such as linear TV, streaming services, and digital video platforms.

Furthermore, on October 21, a captivating Angry Monster Truck showcased in the "Feeding Time" short will roam the streets of Los Angeles. Consumers can also reserve the truck for their Halloween parties through Resy starting from October 24.

Article Insight:

In an effort to inject some Halloween spirit into their marketing campaign, Jack in the Box is going all out with a multichannel approach. Comprising of a captivating short film, attention-grabbing ad spots, immersive experiential activations, and much more, the brand aims to harness the power of their new Angry Monster Tacos. This lighthearted initiative not only showcases the chain's humorous side but also seeks to revolutionize the typical PG-rated Halloween marketing season.

“Jack in the Box has bucked the trend and gone beyond the usual Halloween-themed gimmicks to make a timely impression,” commented Jeff O’Keefe, creative director at TBWA\Chiat\Day LA, the agency partner. “Rather than relying on generic visuals and jokes, we have drawn inspiration from contemporary culture to present an authentic cultural experience that respects the intelligence of our fans and caters to their desires, seamlessly incorporating our product.”

On Halloween night, "Feeding Time" unfolds with a focus on two young trick-or-treaters. However, the story takes a twist as three eerie-masked teens snatch their candy. These mischievous teens find themselves being chased through misty streets and a cemetery by a Free Angry Monster Tacos truck. The truck plays a distorted version of the familiar jack-in-the-box music while concealing monstrous tentacles. To add to the excitement, the QSR chain’s mascot makes a cameo, serenading the teens with Len's "Steal My Sunshine" before driving away from the frightening truck. Ultimately, the truck catches up with the teens and surprises them by offering free tacos along with their stolen loot.

The creators behind this short film are Marcus Dunstan, Asha Michelle Wilson, Patrick Melton, and Kara Lee Corthron. These esteemed Hollywood writers have contributed to notable projects such as "American Horror Story: 1984," "Servant," and the "Saw" film series. Directed by Marcus Dunstan, this film provided a creative outlet for writers and other film crew members who had been affected by the WGA writers strike. The strike came to an end on October 9th, after a duration of over five months.

The campaign will leverage various channels to increase its reach, with the film and related ads being shown on different platforms. A 30-second live-action spot will be aired during Hulu's Huluween programming, while 15-second food-focused ads will run on linear/sports TV, premium streaming services, and digital video platforms such as Hulu, YouTube, Paramount, and Twitch. The short film will also be available on Jack in the Box's YouTube channel and social media platforms.

Additionally, the short film includes a hidden code to encourage the use of the brand's app. The first 1,000 members of the Jack Pack loyalty program will receive two free tacos with a purchase, exclusively through the app. To expand the campaign beyond digital screens, Jack in the Box will showcase the Angry Monster Truck in Los Angeles on October 21, and consumers can make reservations for it starting from October 24 through the online reservations platform Resy.