Jack in the Box is the spiciest player

Amidst all the World Cup action, Jack in the Box has unveiled its own soccer legend, one that taps into the raw, communal fandom that uniquely exists every four years. 

As Jack in the Box celebrates 75 years, the brand is documenting another layer of Jack’s lore with The Spiciest Player. In an all-new campaign, we’re taken back to Jack’s days as a soccer legend in an era when spicy behaviour on and off the pitch was simply part of the game.

Created in partnership with TBWA\Chiat\Day Los Angeles, produced by LANDIA, and directed by Robert Llauro, the campaign builds a cinematic world around a hot-headed persona that feels familiar to soccer fans thanks to carefully crafted ‘80s Easter eggs, classic on-field references, and even incredible hair. Pairing notorious player swagger with the irreverent humor we now associate with classic Jack, the work creates a fan-ready connection between Jack's spicy identity and the cultural moment.