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Jif vs Gif by Publicis Groupe

Date: Feb 2020
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“If you’ve ever called a Gif a Jif, we forgive you.” That’s the word from Jif peanut butter and Giphy as they team up to settle the great debate over how to pronounce Gif (hard-G please), in a playful new initiative created by Publicis Groupe.

The #JifvsGif lineup includes a limited-edition ‘Gif’ peanut butter jar available immediately on Amazon, a suite of custom Jif Gifs created in partnership with Giphy, as well as a satirical video written by PSOne and produced by Funny or Die, featuring linguistics ‘Professor’ Gary Goodman (pronounced Jary Joodman) angrily (pronounced anjrily) refuting Jif’s stance.

Are you team Hard-G or team Soft-G? Just in time for National Peanut Butter Lover’s Day on 1 March, Jif and Giphy invite you to fuel the #JifvsGIF debate and proclaim your stance.

The initiative is from Publicis Groupe’s Power of One solution, PSOne, a bespoke agency for The JM Smucker Company.


Creative Credits

Client: The J. M. Smucker Company

Brand: Jif

Campaign Title: #JifvsGIF

Agency: PSOne

Agency Location: New York

Chief Creative Officer: Andy Bird

Executive Creative Director: Erica Roberts

Emerging Technology Director: Jon Hackett

Associate Creative Director, Copy: Alan Wilson

Associate Creative Director, Art: Peter Defries

Copywriter: Blake Fromkin

Art Director: Molly Prunka

Designer: Zachary Collopy

Designer: Guillermo Echevarria

Experience Design: Marga Javier

Experience Design: Janice Park

Strategy Director: Allie O’Shea

Group Account Director: Pedro Perez

Account Director: Erika Maddrey

Account Supervisor: Lauren Wojciechowski

VP, Project Management: Alex Orson

SVP, Consumer Marketing: Patricia Hallock

SVP, Influencer Marketing: Saveira Singh

VP, Media Relations: Alan Danzis

Print producer: Dorina Sharara

Gary Goodman

Production Company: Funny Or Die

Director: Carlyn Hudson

Producer: Michelle Senay

Producer: Nate Vaughan

Editorial Company: Funny Or Die

Editor: Andrew Jewell

Producer: Michelle Senay

Audio Record & Mix: Kylen Deporter


GIPHY Creative Director: Mark Miller

GIPHY Art Director: Dave Franzese

Creative Team: Brooke Bamford, Jake Longoria, TJ Freda

GIPHY Project Manager: Pamela Thomas

Director: Dave Franzese

Director of Photography: Sharif El Neklawy

Wardrobe: Julia Baylis, Brooke Bamford

Hair & Makeup: Nicole Elle King

Production Design: Brooke Bamford

Casting: Lauren Charkow

Editor / Compositor: Jake Longoria

Producer: Kati Rehbeck


Judge: Felicia Greenfield

Athlete: Matrell Smith

Perfume Model: Sandy Tejada

Teacher: Megan Lynch

Average Joe: David Davino