OK, fess up, who here hasn't wanted to hear a priest say "You may now eat the bride"? C'mon.


StruckAxiom, a digital-forward creative agency based here and with offices in New York, LA, and Salt Lake City, today announced they have combined forces with Secret Weapon Marketing, creative agency of record for Jack in the Box, the San-Diego based restaurant chain, to create a “Marry Bacon” campaign promoting their new BLT Cheeseburger Combo. www.struckaxiom.com www.secretweapon.net

The overall campaign concept, created by Secret Weapon Marketing, features a guy who loves bacon so much that he marries it. Targeting young fast food lovers, the campaign launches with a StruckAxiom-created digital engagement at marrybacon.com.

Nick Fletcher, DVP of Marketing Communications for Jack in the Box, comments, "The Marry Bacon campaign is a great example of why we chose to work with StruckAxiom. We know our audience is digitally focused, and we wanted to create online engagements that amplify our traditional strategies. This campaign reflects their sophisticated and strategic approach in design, technology and planning.”

StruckAxiom, widely known for its work on DreamWork’s Shrek Forever After and PepsiCo’s Gatorade, won the Jack in the Box digital agency of record account on December 15, 2011.

STRUCKAXIOM CREDITS Creative Director: Matt Anderson Developer: Matt Austin Developer: Eric Atwell Interactive Designer: Josh Balleza Interactive Producer: Hannah Carmody IT Specialist: Jon Deal Lead Developer: Max Folley Junior Developer: David Gilvar Senior Interactive Producer: Pati Goodell U/X Designer: Nate Goss Senior Account Manager: Stephen Grieco Strategist/Account Director: John Gross Quality Assurance Engineer: Brian Jolley Associate Technical Director: Ryan Kee Interactive Art Director: Mark Kellar Developer: Amos Lanka Interactive Art Director: Abe Levin Interactive Designer: Adam Meyer Developer: Thomas Mulloy SECRET WEAPON CREDITS Dick Sittig, Founder & Creative Director Fiona Forsyth, Executive Producer Leah Dieterich, Associate Creative Director Reece Hoverkamp, Associate Creative Director Brian Hallisey, Copywriter Neil Desai, Art Director Scott Myers, Copywriter Janete Chun, Art Director Joanne O'Brien, Group Account Director Alexis Varian, Account Supervisor JACK IN THE BOX CREDITS Nick Fletcher, DVP of Marketing Communications Andrea Shuff, Senior Manager Marketing Communications Lauren Perley, Digital Communications Manager TALENT: Groom: Mark Saul
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (39)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    LOL

    Feb 04, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    OK, so Gay marriage is illegal, but you can marry dead pig strips? Seriously?

    Feb 06, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    the ad is stupid and makes fun of marriage. What jerk thought this one up?

    Feb 10, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Stupidest commercial I have ever seen. If you can't do any better you should seriously think about getting a new ad agency. We like cute and clever but this goes way beyond that. Think I will reconsider trying jack burgers again.

    Feb 12, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    This is the most twisted and offensive commercial I've seen in a while. Doesn't help that it shows every time I watch Hulu. Hulu, take it off!!

    Feb 12, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    The worst comercial ever!!!!

    Feb 13, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Did you change ad agencies? The last two commercials are the worst on TV

    Feb 14, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Of all the dumb commercials I have ever seen this is at the top of the DUMB LIST. Get a new ad agency! Perhaps you should use a 3 year old for better results.. WHAT AN INSULT TO EVERY VIEWER.

    Feb 16, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I couldn't agree with the commenters more. Those "marry bacon" commercial are disgusting, offensive, and downright creepy. I refuse to eat at Jack in the Box again until they pull those ads. I noticed on the Jack in the Box public figure page on Facebook, people are outraged over this commercial. Jack in the Box needs to listen up and "smell the bacon" so to speak, and realize that normal people are very offended by this commercial. Only 12 year old boys might like the commercial. Ugh.

    Feb 17, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    who is the actor?

    Feb 20, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Disgusting! I have always admired the Jack commercials as clever but this is really stupid and off-putting!

    Feb 21, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Agreed! Worst commercial ever! Disturbing on so many levels.

    Feb 24, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I find this ad so offensive.

    In a world where I can not marry the person I love, they can make an ad where a man can marry a piece of bacon! Really? Are you kidding me? And then the tag line at the end “You may eat the bride!”, what’s that?

    So much for the “sanctity of marriage”!

    Mar 03, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    This is the stupidest commercial I have ever seen. This is no way would entice me to eat anything at Jack In The Box. As a matter of fact I have not eaten there since all those people died from eating that tainted meat years ago. This commercial is stupid, offensive and it truly makes me turn the channel anytime it comes on! DISGUSTING,

    Mar 04, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I'm not eatin at JTB until this commercial is taken off the air (and Hulu)... It's offensive.

    Mar 15, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    The comments cracked me up! Where is all the hate coming from? Quirky little ad...

    Mar 15, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    A new low in Jack in the Box commercials. Can't believe a company exec in charge of advertising approved this. the agency should be dismissed; maybe the exec too.

    Mar 21, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I think this just might be JTB's way of telling the fundie xtians that "marriage" is NOT defined as between one man and one woman. Card suits in bridge can be "married". Flavors need to be allowed to "marry" in recipes. This is just one more and I think its great!

    Mar 27, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Sorry but Jack sure dropped the ball on this one. By far the worst commercial Jack and the boys have ever created. Up until now, I thought every one of their ads were fun to watch. How dissapointing to see this one on super bowl day. PLEASE get that bacon wedding crap off the air..Thank you!

    Mar 27, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    "Eat" is a slang term for cunnilingus. The marriage official is telling the new groom he can now perform oral sex on his new bride. The FCC should pull the ad and fine the company.

    Mar 28, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    WORST EVER....how sick...can one person be??

    Mar 30, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I AGREE!! TAKE IT OFF!!

    Mar 30, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I find it offensive and insulting. I contacted Jack in the Box and told them how I feel and that I won't eat there until they stop airing the commercial. Everyone should do the same.

    Mar 31, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Previous comments say it all: worst commercial ever. Stupid, insulting, just plain gross. If this is the work of a new ad agency, Jack needs to switch back IMMEDIATELY, before this collection of incompetents destroys his business!

    Apr 01, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I THINK THIS COMMERCIAL IS REALLY DUMB!!! NO ONE WOULD MARRY A BACON BURGER, AND FOR THE PASTOR TO SAY YOU MAY EAT YOUR BRIDE IS DISGUSTING. I THINK YOU SHOULD REMOVE THIS AD. THIS WASN'T EVEN FUNNY. ADS WITH CHILDREN OR ANIMALS ARE MOST INTERESTING TO ME.
    I'M A 72 YEAR OLD GRANDMOTHER. LANONA

    Apr 04, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    What a bunch of uptight retards you guys are.

    May 03, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    This commercial IS hilarious!!!

    Aug 01, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Loved it.

    Aug 01, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    This commercial IS hilarious!!!

    Aug 01, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Commercial is awesome!!!!

    Aug 01, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Hilarious entertainment

    Aug 01, 2012
  • Dabitch's picture
    Dabitch

    You'd be surprised at how many IP# are involved.

    Aug 02, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    That is the funniest ad ever! Omg Ty

    Aug 14, 2012
  • Kristen Hernandez's picture
    Kristen Hernandez (not verified)

    http://adland.tv/commercials/jack-box-marry-bacon-2012-30-usa

    Can I assume you did not intend to satire gay marriage rights? For me, I applaud the ad. In fact, I was hoping that the ad was a satire against gay marriage. I, for one, stand for the Lord, the God of my salvation, the Creator of heaven and earth. The Judge for all of us. I declare that His Holy Bible is foundational for marriage, a sacred institution. My satire is "I want to marry my pet rock!" Therefore, I want to have all the rights, privileges, and benefits from a marital relationship before the State and Federal U.S. government. When I deem that my pet rock has died, I want my fair share of the inheritance as the one remaining and surviving spouse. You ad fits nicely with my satire! Again, I assume you did not, at all, mean to relate thusly. Nevertheless, the ad fits my "take"! For this, perhaps, unintention, THANK YOU for the ad! ps or "post script": I personally think that if "Jack-in-the-Box" would come out of the box and declare that you stand for biblical principals and the ways of God that you might just be blessed by God. Even if you lose some business, a stand for God will reap the admiration of the many faithful believers and followers of our Lord and Savior, Jesus Christ. Give me a company that stands on solid principles, solid ground, and that company will earn the right of passage among the elites that wears the badge of social responsibility with eternal values!

    Apr 01, 2013
  • kidsleepy's picture
    kidsleepy

    Kristen Hernandez--I know it's April Fools and all, but just in case you aren't joking-- there's this thing we used to say on the playground when we were kids-- "if you like it so much why don't you marry it." I *think* that's probably what they were going for, and not in fact, taking a stand on gay marriage. Especially since um, this ad came out last year. But thanks for your creative interpretation.

    Apr 01, 2013
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Yeah, this is based on that childhood chant. I don't understand why everyone is so upset.

    Jun 09, 2014
  • Tim's picture
    Tim (not verified)

    I just came across this & I'm curious who the "groom" was in this ad? (No comment on the moral arguments.)

    May 06, 2016

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