Situation

Americans consume more food on Super Bowl Sunday than any day besides Thanksgiving. For many, the food is more important than the football game. The only problem is that people rarely eat or even think about peanut butter, preferring to eat guacamole, hummus, and a long list of other foods.

Brief & Objective

Put Jif in the hands (and hearts) of Americans during the Super Bowl.

Our original track used other well known public service announcements as inspiration. The final result was a song that we wrote, composed, and performed that authentically leans into the PSA genre.

A simple piano and single violin pulls at viewers’ heartstrings from the first notes. But it’s our powerful lyrics, written from the point of view of celery, that made our track memorable.

“Where did you go?

I dread these nights I spend alone

I long for you but you don’t care

You look right through me like I’m not there

Spend my whole life waiting,

for you to reach down from above.

You’re the one I’m dreaming of,

You’re my one true love”

On their own, the song resonates as someone longing to be loved. However, when combined with visuals of celery neglect, the emotional effects work in tandem with the humor Jif is known for as a brand.