Maximum Effort, Ryan Reynolds’ ad agency and production company, partnered with internal teams at Kraft Heinz, Aviation Gin , and Jack in the Box to create the new-meets-old experience.
A spot for Heinz Ketchup mimics the opening, and the overheated drama, of the classic soap opera “The Days of Our Lives.” “Like ketchup through the bottle, this is “The Wait of the World,” a voice-over says as the condiment slowly emerges from an overturned bottle.
“Nothing,” he says with a wink, recalling Brooke Shields’ Calvin Klein ad of 1980 that some broadcasters considered too racy to air.
Kraft Heinz’s brands complete their run when “This Old House” host Bob Vila joins Ribeiro for a PBS-flavored Kool-Aid ad that quite literally brings the house down.
“We are always on a mission to showcase Jack in the Box’s comedic humor and wit within all aspects of our advertising, so partnering with Ryan Reynolds and his challenger brand, Maximum Effort, to create a comedic, witty and nostalgic commercial was a no-brainer,” said Ryan Ostrom, chief marketing officer at Jack in the Box.
“Live in Front of a Studio Audience” debuted in 2019 when a cast of comic actors rebooted “All in the Family” and “The Jeffersons” to a combined television and digital audience of 13 million viewers.
Jon Springer is a Senior Reporter for Ad Age, covering food and CPG marketing.