Ever notice how the word ‘bowls’ sounds a bit like ‘balls’? Because this US fast-food chain appears to have just twigged.
To plug their new range of teriyaki bowls, Jack in the Box created an ad in which their fictional founder and ad spokesman, Jack Box (yes, that’s his real last name), wanders around a warehouse, musing about how other burger restaurants “serve the same old stuff.”
“I’m the only one with the bowls to serve something different,” Jack says.
And away we go…
A bloke in the office asks about the bowls he’s holding, to which Jack responds, “You’ve got some pretty nice bowls there. And so does Dan.”
So a female co-worker looks down at Dan’s bowls – Dan’s holding them at crotch height, naturally – and makes the comment, “Those are some nice bowls.”
Then another overly eager female co-worker gets in on the act, saying, “Everyone’s gonna want to get their hands on Jack’s bowls.”
Now, it’s worth noting that the ad actually finishes in a boardroom, where a suit tells Jack “the lawyers aren’t comfortable with the new advertising campaign.”
“Why?” Jack asks. “People love my bowls!”
“See that right there,” the suit responds, “you can’t say that.”
It’s meta… Get it?
Nonetheless, the ad has lit up social media, with some people highlighting the fact it’s not exactly a beacon of sensitivity in #MeToo era, while others suggest it’s just a bit of crass fun.
As for what head office make of all the hullabaloo, Jack in the Box has essentially said they stand by their ad.
“As a brand known by its fans for its tongue-in-cheek, playful sense of humour, this ad is simply a creative and humorous expression around the teriyaki bowl product,” the company said in a statement.
“It intends to highlight how a burger brand such as Jack in the Box dares to go beyond the usual fast food fare and serve something different.
“This ad is not diminishing any movement, and we stand firmly against any form of harassment and value those who have the guts to combat it.”