As a spokescritter, Jack began as an ornament on the fast food chain’s drive-thru speaker box until, in a 1980 TV spot, he suffered the disgrace of being blown up with explosives! This was all symbolic of the company’s shift to a more adult-oriented image.
However, 1995 brought a change of marketing heart and Jack was resurrected—not as the figurehead of their squawk boxes, but as the fictional founder, CEO and ad spokesman for Jack in the Box itself. His last name is, well, Box. He’s 6’8″ and weighs 195. And his birthday is May 16.
The “Jack’s Back” campaign is the longest ongoing advertising campaign in the fast-food industry. And the humorous and entertaining television commercials featuring Jack have received an amazing number of ad industry awards, including several Clios.
Since Jack’s return, the company has sold more than 22 million antenna balls and more than 5 million other premiums bearing his likeness. He has even achieved the rare iconic honor of having his likeness on the flip-top of a Pez dispenser.
Marketing that definitely thinks outside the box!
There’s no clowning around when it comes to Ronald McDonald. The fast-food giant won’t even admit that there is more than one Ronald. The company is so protective that men who play Ronald are contractually bound never to admit that they do and, when in full clown regalia, can’t reveal who they are in real life. This caused a rather annoying situation for a police chief in Michigan, when a Ronald, sporting his red afro and all, got into a fender bender a few years ago. Questioned repeatedly, the clown refused to give his name for the police report. As there were no injuries, they let him go without booking him.
Gosh, That’s Handy!
Color, Theoretically Speaking
Part III, Color Attributes
Let’s have a look at what makes a given color a color. There are three attributes to a color, any color.
1) Hue — what the color’s tint is, where it is on the spectrum (a rainbow). This is commonly the name we give to colors, but this isn’t sufficient because then there is no distinction between red and pink—which are the same hue.
2) Saturation — how much color it has. This dictates how vibrant or dull a color seems. Reduce the saturation of red and you have pink. This scale will take you from primary colors to pastels.
3) Value — how light or dark the color appears.
Now, these attributes work together—inseparably, in fact. Any light can always be broken down, in one degree or another, into these three attributes.
Let’s take one color, or hue position, on the spectrum. Red, for instance. If we create a scale that represents all three attributes, we can see all the color potentials for red (right).
There are really no “bad” colors. It’s all about the application in design that makes a color good or bad. How well does the color fit relative to the message of the piece? Yes, some colors are dull, cool, warm, bright, dark, etc., but they all have their uses; and the uses can be as different as designs for a mortuary or a kindergarten.
More on how colors get along well together—or not—in the next issue of Rigney Graphics Lunch Meat™!
This Just In…
The Miracles of Modern Technology
Rigney Graphics is honored to announce that it has been selected as one of a handful of companies to participate in a top secret software testing project. We’ve been given a beta version of a new revolutionary design program: DezignSoft MindReader. The software will revolutionize the graphic design industry as we know it. Once the bugs are worked out.
To achieve the perfect design, ultimately designers will simply be able to read the minds of their clients and, with the help of network technology, their target market as well. Features like “Divine Favorite Color” and “Preconception Detection” will make this product a godsend.
So far, initial experiments with the program have had… interesting results (Zach is feeling much better now). However, we expect improved results as we continue to familiarize ourselves with the program and become proficient with its unique input device (left).