Jif's new social campaign wants to settle the debate over the pronunciation of GIFs—a debate that has lasted as long as looping video clips have existed and, some say, has been long settled.
J.M. Smucker Company’s peanut butter brand asserts that “GIF”— short for graphics interchange format—is pronounced with a hard G, as in "graphic." The tongue-in-cheek campaign goes on to assert that the soft G, as in Jif, is the exclusive domain of the peanut butter brand.
"If you've ever called a GIF a Jif, we forgive you," J.M. Smucker said in a press release. Jif is teaming with GIPHY in the campaign, which is tied to National Peanut Butter Lover's Day on March 1.
The brand is sharing a video, produced by Funny or Die, across social platforms. The video features Gary Goodman, a fictional professor of linguistics who pronounces his name “Jary Joodman,” and provocatively lectures that “GIF” and “Jif” are pronounced the same. “Those of you jumping on this hard-G bandwagon, don’t be so gullible, they’re just trying to sell you jallons of peanut butter,” he says.