In 1980, the chain decided to establish a more "mature" image by introducing a wider variety of menu items and (most notably) discontinuing the use of Jack.

Management then approved a new guerilla advertising campaign created by Richard "Rick" Sittig, then working at the TBWA\Chiat\Day ad agency in Santa Monica, California.

The concept brought back the original company mascot, Jack, but now in the form of a savvy and no-nonsense businessman who happened to have an enormous round clown head.

[1] A series of new commercials featured a new and more serious Jack with a smaller head and wearing a business suit (according to him, "thanks to the miracle of plastic surgery").

In the very first of these new commercials, he blew up the board of directors as retribution for his supposed destruction in 1980 (using the 7-note musical signature in its previous campaign as a tribute).

[2] The company's "biography" of him claims the following facts: On February 1, 2009, a new advertising campaign began with a Super Bowl ad that showed Jack being struck by a bus outside his corporate office.

Jack, regaining awareness of his surrounding (albeit only listening and blurred vision), thinks to himself that Phil using most of his ideas is a good thing.