Jack in the Box present Cube's Munchie Meal

Unruly CEO Jack Box is teaming up with yet another SoCal icon, West Coast Rapper Ice Cube, to defend Jack’s crown as the leader of late night with the Cube’s Munchie Meal, bringing back the fan-favourite Chick-N-Tater Melt.

The campaign features Cube and Jack as friends and business associates hanging out at a recording studio late at night, enjoying Jack’s food. Each spot features Cube’s iconic tough yet lovable attitude shining through his new favourite Munchie Meal, that he just can’t get enough of. The three include: Angrily Happy, Options, and Big Head.

Just like Jack in the Box, Ice Cube is a West Coast legend, with a cultural presence and consumer appeal that caters to the rowdy, late night vibes we know and love, making him the perfect partner to bring this campaign to life. And to add to the kismet nature of this partnership, Ice Cube also has a classic song with a title that's almost too perfect: Jack N the Box,"making him truly synonymous with Southern California culture.

Each commercial spot features Ice Cube’s original song Jack N The Box, in one instance using the song's lyrics as a jumping off point for humorous tension between Ice Cube and Jack. 

This full 360 campaign, created in collaboration with creative agency TBWA\Chiat\Day LA, includes 1 x :30 live action digital spot, 2 x :15 live action TVC, BTS assets, stills and social assets. 

No stranger to iconic collabs, this is the second iteration of Jack in the Box partnering with fan-favourite West Coast rappers. The brand launched a campaign for Snoop Dogg's Munchie Meal in 2023, which saw their most successful late night window to date. For over a decade, Jack in the Box has been serving their wildly popular Munchie Meals, the name says it all, and remains the go-to place for the rebels and the rowdy. 

“The brand wanted to build on the success of last year’s Snoop’s Munchie Meal, which led to the most successful late night window in the history of the brand, and Ice Cube was the perfect fit – not just beloved as a musician and an actor but truly synonymous with Southern California culture. He also happens to have a classic song with a title almost too good to be true: Jack N the Box. We knew there’d be a lot of material to work with once we gave Cube his own Munchie Meal and got these two together.” said Jeff O’Keefe, Creative Director, TBWA\Chiat\Day LA.