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STEELE Adds Visual ?A Peel To Jack In The Box Spots

Campy Spanish language ads spoofs 70s police dramas (October 04, 2004)

STEELE provided visual effects and graphics design services for Jack in the Box spots

STEELE provided visual effects and graphics design services for Jack in the Box spots

STEELE provided visual effects and graphics design services for two spots for Jack in the Box that promote the restaurants new Natural Cut French Fries through a scenario that cleverly spoofs 1970s vintage TV crime dramas. Conceived by Enlace Communications, the two 30-second spots will air in Spanish language markets in the Southwest.

The spots cast Jack in the Box well known Jack character as an undercover police officer who confronts an unscrupulous chef in a busy restaurant kitchen. The chefs crime? Cutting the peels off potatoes. A fight ensues that carries on from the first spot, titled Nooooo!, to the second, appropriately dubbed Siiiii! Both spots end with a pitch of Natural Cut fries, which are made from unpeeled potatoes.

Set to peppy action series theme music, the spots are loaded with over the top visuals that were once a staple of TV shows such as Mannix and Starsky & Hutch. Jacks ID shot, for example, is done with a freeze frame that catches him in mid-leap. As he hangs in the air, a graphic - done in Day-Glo script - identifies him as ?Jack.

?The effects and the graphics are all very campy and we had a lot of fun recreating the style, said STEELE Henry artist Monique Eissing. ?When a nasty looking butcher knife sticks in the floor near Jacks head it emits a huge glint - of almost cartoon proportions.

Additionally, Eissing employed a number of tricks to make the footage look as though it was part of an ancient print. ?We used software plug-ins to degrade the image, adding dirt, scratches and hair, Eissing said. ?The frame jitters and the color has been made to look faded.

Eissing also did some touch up work to the giant foam ball that serves as Jacks head. ?We digitally covered up a hole in the front of the head piece that allowed the stunt man to see, she explained. ?We also removed a seam in the back.

Finally, Eissing completed product shots that end each spot. For Siiiii!, she composited graphics onto a pair of white bags dropped onto a table, one reading ?Nuevo Combo Dinner Melt, the other comprising the Jack in the Box logo. For Nooooo!, she added graphics to a pair of potato sacks.

STEELE is located at 1437 Seventh Street, Santa Monica, CA 90401. For more information, call (310) 656-7770 or visit

Commercial Credits
Title: Nooooo!, Siiiii!
Length: 30 seconds
Client: Jack in the Box

Agency: Enlace Communications, Los Angeles. Isabel Kilroe, chief creative officer; Carlos Montoya, associate creative director/art director/ copywriter; Eliana Deza, producer.

Production Company: Alta Vista Films. Hollywood. Rodrigo Garcia Saiz, director; David Lozano, executive producer; Robert Benavides, dp; Jeph Haines, art director; Michael Lozano, producer.

Location: The Park Plaza, Los Angeles, CA.

Editing Company: Why Not Coco, Santa Monica, CA. Robert Levy, editor; Lara Ramirez, assistant editor.

Music Company: Indart Music, Tarzana, CA. Daniel Indart, composer.

Post Facility: Why Not Coco, Santa Monica, CA. Ken Van Deest, colorist.

Visual EFX Company: STEELE, Santa Monica, CA. Monique Eissing, Henry artist.

Audio Post House: AZ, Los Angeles. Gonzalo Ugarteche, engineer.

Sound Design Company: AZ, Los Angeles. Gonzalo Ugarteche, sound designer.


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Related Keywords:STEELE, Jack In The Box, visual effects, graphics design, Enlace Communications, Monique Eissing, Alta Vista Films, Why Not Coco, Indart Music,

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