• by Larissa Faw , January 5, 2021

Jif is promoting its new squeezable bottle by paying homage to the ‘60s-era gladiator films and their nonstop action scenes.

The creative, developed in partnership with Publicis’s PSOne, a bespoke agency for The J.M. Smucker Co, tracks a fight between a confident student battling his much larger and wiser teacher.

In the end, when all the student’s swords, daggers, and even butter knives are broken, the teacher and his Jif Squeeze pouch reign supreme. The spot ends with the tagline, &ldquhttps://youtu.be/UFa1wno8SyAo;That Jif’ing Good.”

The campaign appears across linear TV, premium and programmatic online video, along with paid social and paid search.