Jif vs Gif by Publicis Groupe
- Location:
“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.
Credits
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
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
Starring:
Judge: Felicia Greenfield
Athlete: Matrell Smith
Perfume Model: Sandy Tejada
Teacher: Megan Lynch
Average Joe: David Davino
