Campaign details
Brand: JifAdvertiser: JM Smucker Co.Agency: MSL, PS1 (Publicis, Zenith, Publicis Media, Moxie), Giphy, Funny or Die
Executive Summary
The inspiration: One of the longest running internet debates
When Steve Wilhite, who created the Graphics Interchange Format, or GIF, won a Webby Award for his creation in 2013, he said five words during his acceptance speech: "it's pronounced JIF, not GIF." Jif the peanut butter— did not agree. And in 2020, the beloved peanut butter brand wanted to resurrect, and potentially end, a yearlong Internet culture debate.
What we did
Fueled by a revamped...