Jif sticks up for celery

Jif – Celery Sorrows

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Agency BBH/New York
Production Company Hungry Man
Director Ben Callner

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Credits

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Agency BBH/New York
Production Company Hungry Man
Director Ben Callner
Editing Cabin Editing Company
Editor Andrew Ratzlaff
Assistant Editor Molly Dolinger
Color/Finishing Harbor Picture Company
Colorist Damien Van Der Cruyssen

Music Human Music & Sound Design/USA
Composer Matthew O'Malley
Chief Creative Officer Erica Roberts
Group Creative Director Peter Defries
DP Manel Ruiz
Group Creative Director Alan Wilson
Executive Creative Director Estefanio Holtz
Edit Producer Elizabeth Krajewski

Associate Creative Director Jason Lane
Associate Creative Director Christopher van der Kleed
Assistant Editor Jordan Hahn
Senior Designer Jin Rarejk Kim

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We're not going to look up the actual stats, but we estimate about a BILLION wings are consumed during the Super Bowl weekend. But what of their celery stick companions?

Support for the crunchy leftovers is at hand in Jif's new Super Bowl campaign, Celery Sorrows, in which the peanut butter brand has pledged to find a tasty use for the chicken's sorrowful sidekicks.

Created in partnership with PSOne, the Power of One solution for J.M. Smucker Co., and led by creative agency BBH USA, the creative is headlined by a delightfully po-faced commercial directed by Hungry Man's Ben Callner, in which the oft-discarded snack finds retribution.

“There’s always been debate about whether or not purpose-driven work belongs in and around the Big Game,” said Erica Roberts, Chief Creative Officer at BBH USA. “Is it really the right stage for weighty messages? Well, if those messages are about saving fibrous stalks of celery, we say, ‘hell yeah.’”

"Every host of a Big Game party knows the sad fate that awaits their celery," said Christine Hoffman, Senior Director of Integrated Consumer Experience at The J.M. Smucker Co. "But the simple addition of Jif Peanut Butter transforms celery from castaway to an irresistibly crunchy snack."

“Jif wanted to hack the biggest dip day of the year with a dip you never see at the party – peanut butter. And once we realized we had the perfect way in with discarded celery, it was a no-brainer,” said Peter Defries, Group Creative Director BBH USA. “I never thought I’d get so passionate about a tasteless vegetable. But once we started working on this important PSA, I went from a celery neglector to a celery cruncher myself (with some help from Jif of course).”