A humorous new campaign for Jif peanut butter, the first work for the brand from Publicis, revolves around the lengths you'd go to get hold of some. 

The ads include a quirky spot in which a woman eating a jar in the park attracts a swarm of creepy squirrels, as well as a human who's dressed up as one to try and get his share. Another ad spoofs a disaster movie, and features a woman running from an apocalyptic oblivion to reach a bunker, but leaves when she realizes its stores include only another brand of peanut butter. 

The spots are the first work from Publicis New York for the J. M. Smucker company, and debut alongside a new campaign for Smucker's, centered on the idea of "Father Nature," a modern dad who chooses his groceries in the supermarket, armed with a carved wooden shopping list from his wife, Mother Nature. 

Comedy specialist Wayne McClammy at Hungry Man directed both campaigns. They are the result of the first creative work from Publicis Groupe’s Power of One team, which in this case includes Publicis New York, Zenith, MSL, Digitas and Moxie.

“This new campaign for Jif is so different as we bring edge, sass and cinematics to the peanut butter category,” says Jake Calhoun, director of brand strategy for Jif at The J.M. Smucker Company. " Peanut butter lovers everywhere will relate to the hilarious extremes they would go to for a delicious jar of Jif.” 

Ali Brown, director of brand strategy for Smucker’s, adds: “Father Nature perfectly personifies the changing face of fathers in modern families. We drew upon Smucker’s family heritage, then brought it to life through a lighthearted, enchanting, yet relatable narrative.” 

Andy Bird, Chief Creative Officer, Publicis New York, says, “When we won The J.M. Smucker Company business, we were tasked with delivering a creative transformation. But when you’re dealing with such iconic brands, you have to be really thoughtful. It was an incredible process from start to finish. A true partnership that yielded the kind of creative work I believe is going to make other CPG marketers think twice about how they show up in the world. I’m very excited about the debut of these two campaigns. And there’s more to come.”