News | BRENDAN GIBBONS | ADWEEK
Brendan Gibbons and Jack in the Box bring back former employee Mark Hamill for their newest campaign. In the new spots, the actor helps restore retired menu items—and freedom—to the galaxy.
Before he was ever Luke Skywalker, the Joker or Skeletor, veteran actor Mark Hamill tried his hand at a totally different role: Jack in the Box employee. As a teen in the ’70s, he didn’t find nearly as much success in the drive-thru window as he’d later have throughout his long-tenured film and TV career—in fact, he was fired from the fast food restaurant for impersonating a clown while taking orders.
Luckily, the brand believes in second chances, as evidenced by the limited returns of its Spicy Chicken Strips, French Toast Sticks and Hamill himself in a new campaign by AOR TBWA\Chiat\Day LA. This will be the agency’s first collaboration with the brand since 1997.
In “The Return of Mark Hamill,” directed by Brendan Gibbons and produced by Station Film, the Star Wars icon enthusiastically returns to Jack in the Box to take orders from a few unsuspecting fans. History appears to repeat itself as Hamill’s need to entertain seemingly outweighs any desire to serve customers quickly. Still, the brand sees Hamill’s brief and spirited return to fast food as a fitting representation of an epic comeback.
Read the full story on ADWEEK.
Watch Brendan’s reel HERE.
