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New Jack in the Box Ad About ‘Jack’s Bowls’ Slammed in Wake of #MeToo Movement

Jack in the Box is in hot water after a new ad for the restaurant chain seemingly celebrates sexual innuendo in the work place in the wake of the #MeToo movement.

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The fast-food company debuted the ad for “Jack’s Bowls” on Wednesday, August 8, and the 55-second spot is already drawing ire from people online who are claiming it makes light of workplace sexual harassment.

The ad features the chain’s mascot, Jack, talking up Jack in the Box’s new teriyaki bowls. “While other burger places serve the same old stuff, I’m the one with the bowls to serve something different,” Jack begins.

He then turns to his coworkers to get their opinions on the new offerings and remarks that one employee, Dan, also has “some pretty nice bowls.” A female coworker then says, “Those are some nice bowls,” while another woman at Jack in the Box HQ remarks, “Everyone’s going to want to get their hands on Jack’s bowls.”

Jack in the Box
Jack in the Box Jack in the Box

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About 22 seconds into the commercial, someone higher up at Jack in the Box tells Jack, “The lawyers aren’t comfortable with the new marketing campaign,” but the mascot fails to understand why.

When Jack defends himself by saying “People love my bowls,” the manager tells him he “can’t say that,” clearly intimating the sexual innuendo is no longer acceptable.

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Some people online are frustrated that this commercial makes fun of sexual innuendos at work, especially given the recent #MeeToo movement and ensuing national conversation about sexual harassment and hostile work environments. However, others were quick to defend the Jack in the Box ad and call out critics for being too sensitive.

Jack in the Box and the agency that created the ad, David & Goliath, stand by the commercial, telling AdWeek in a joint statement, “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.”

Take a look at some varying reactions to the controversial commercial below:

Tell Us: Do you think this Jack in the Box commercial crossed a line?

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