Smucker’s Naturals get help from Mother, Father, and Daughter Nature

Father Nature returns in Smucker’s latest spots for its Natural line of jams. Each ad is meant to feel like a mini-episode of a family sitcom, with Father Nature making jokes and talking with Daughter Nature to a laugh track, all in their kitchen filled with foliage and animals. In one of the spots, Father Nature is stumped by a crossword puzzle despite help from Daughter Nature and friendly elephant Steve.

In another, Father Nature puts his foot in his mouth when he references “killing two birds with one stone,” in front of an ostrich.

And in a shorter ad, he describes the jam’s ingredients to a wide-eyed tarsier.

The campaign, from BBH USA and PSOne, will run across TV, online video ads, social media, digital, and commerce sites. Father Nature last appeared in Smucker’s Natural ads in 2019, when he went grocery store shopping, and made Daughter Nature a PB&J. "We're so excited for Father Nature to be making his return for Smucker’s," said Erica Roberts, chief creative officer of BBH USA. "Sitcoms are a beloved device that have brought some of the most iconic fathers to our TV screens. So, what better way to bring Father Nature back to our TV screens than by making him the star of his very own sitcom.”