Skippy goes smooth with Mark Ronson soundtrack to promote its creamy peanut butter

A very smooth kid shows off his smooth moves to a smooth song in a new spot for Skippy peanut butter, showing how smooth its product can be.

‘Be Smooth Like Skippy’ is a new national ad campaign and it includes a series of videos with child actor Cooper Friedman performing a variety of smooth tasks, as well as enjoying Skippy peanut butter, done to the soundtrack of Mark Ronson and Bruno Mars’ hit song Uptown Funk.

The 30-second anthem spot features Friedman, dressed to groove, telling the audience how to be smooth as he slides from his room to his kitchen, grabbing a piece of toast popping up from the toaster and sliding a jar of Skippy on the counter right to his sister. “You’re always in the right place, and it’s always the right time…they say you are what you eat, be smooth like Skippy,” he says in the voice over.

Other spots feature Friedman with a pretzel and one where he slides an apple down a shuffleboard table, highlighting his smooth nature.

The campaign, which includes both 15- and 30-second spots, will air on national television as well as select digital and social channels, and incorporates both core peanut butter and natural spreads of Skippy. The campaign also showcases one of the brand's newest products, Skippy PB Bites with 30-second spots providing "bite-sized advice on how to be smooth."

“Skippy peanut butter is undeniably smooth," said Jennesa Kinscher, brand manager for Skippy. "The campaign showcases the fun, light hearted personality of the Skippy brand, while the creative underscores how smooth and craveable Skippy peanut butter is."

The brand licensed Uptown Funk from Ronson, adding new lyrics on the tag: "smoother than a fresh jar of Skippy” to tie the campaign together.

"Associating an iconic brand like Skippy peanut butter with the iconic, Grammy-winning song 'Uptown Funk' was very important to us," said Kinscher. "The song does an incredible job amplifying the spot and harnessing the 'be smooth like Skippy' discussion that's already happening in pop culture around the world."

Developed with BBDO Minneapolis, the campaign represents the company's second launch of a national marketing campaign in the past three years. In 2016, Hormel Foods launched a campaign for the company's new PB Bites.

"When people open that fresh jar of Skippy peanut butter, we want them to say, 'wow that's smooth,' while also emphasizing smooth as an attitude and a way of life," said David Mackereth, creative director for BBDO Minneapolis.

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