Jack in the Box

Smash the Haters

Agency: TBWA\Chiat\Day


Creative collaboration studio DOMO premieres its latest hidden camera-style brand collaboration with Jack in the Box and TBWA\Chiat\Day. The films, directed by Jonathan Klein, see staunch fast-food dissenters change their opinions in real-time after tasting Jack in the Box’s unique take on the smash burger: The Smashed Jack.

Nearly two years in the making, the Smashed Jack is a quarter-pound patty with crisp smash burger-style edges, thick slices of pickle, grilled onion, and Jack in the Box “Boss Sauce.” The campaign launching the game-changing burger features real Jack in the Box skeptics stunningly lavishing the Smashed Jack with rave reviews. Filmed as a fake study under the guise of marketing research, Klein captured the participants’ natural reactions to the Smashed Jack. The self-professed Jack in the Box Haters are then surprised when Jack Box reveals himself as the mastermind behind the experiment, resulting in an eruption of laughter and joy.

In collaboration with TBWA\Chiat\Day, DOMO selected the on-camera talent from a pool of 16,000 applicants and strategically distilled them into thirty tasters through numerous interviews and questionnaires. As a result, they captured the furthest end of the burger-loving/Jack in the Box-hating spectrum as the on-camera tasters experience an in-the-moment change of heart due to this truly exceptional burger. DOMO facilitated and oversaw all project management, post and finishing services, original music exploration, direction, and casting of the tasters.

Klein thoughtfully framed each taster with a bit more headspace than usual to allow for graphics and leave room for new ideas to take shape. Klein says, “Satisfying someone’s taste buds is a sweet and savory experience. Try it the next time you cook for someone or take them to a Jack in the Box. No casting director necessary.”

This professional campaign titled 'Smash the Haters' was published in United States in March, 2024. It was created for the brand: Jack in the Box, by ad agency: TBWA\Chiat\Day. This Digital and Direct media campaign is related to the Food industry and contains 1 media asset. It was submitted 18 days ago.


Collaboration Company/Production: DOMO
Executive Creative Director: Andre Stringer
Director: Jonathan Klein
Managing Partner, Executive Producer: Rani Melendez
Chief of Staff, Executive Producer: Alison Bayer Brown
Producer: Erik Press
Production Supervisor: Greg Caruso
Assistant Supervisor: Caitlin Wachs

1st AD: Yvonne Wang
2nd AD: Franny Stafford
DP: Zack Galler
1st AC - ACam: Ian Barbella
1st AC - BCam: Christine Hodinh
2nd AC: Brittany Meadows
DIT: Scott Resnick
Gaffer: Len Levine
BB Electric: James Ginn
Key Grip: Max Joslyn
BB Grip: Izzy Ernst
Production Designer: Chelsea K. Oliver
Prop Master: Jeremy Thompson
Propmaker: Mark Burton
Food Stylist: Kris Foreman-Swanson
Asst Food Stylist: Carolyn Sato
Asst Food Stylist: Kat Mirtsopoulos
Asst Food Stylist: Michel Dujol
VTR: Tom Myrick
Sound Mixer: Cole Chamberlain
Boom Op: Ben Greaves
Location Manager: John Lowe ‭

Editorial Company
Editorial Company: Rock Paper Scissors
Editor: Haines Hall
Assistant Editor: Jack Kanner
Camera Operator: Mika Levin

VFX Company
VFX Company: Domo
VFX Artist: Sven Dreesbach
VFX Producer: Erik Press
Post Producer: Erik Press
Colorist: Pat Fitzgerald @ Light Iron

Music & Sound Design:
Sound Mixer: @ Lime Studios


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