When it comes to GIF, are you hard or soft?

It's the age-old internet question - are the files those hilarious, bite-sized animated images saved as pronounced GIF (with a hard G) or G(J)IF (with a soft)?

OK, so it might not be the most asked question on the net [that would be the very apt "why is there a leap day?"], but the debate on how the file extension should be pronounced certainly does aggrivate many.

Using this contention as the hilarious premise for its new campaign, peanut butter brand Jif and Publicis Groupe’s Power of One solution, PSOne, are heading full-on into the debate and, alongside the world’s largest GIF platform, GIPHY, creating a campaign full of arguments on either side.

Jewel in the crown is the delightfully absurd How To Correctly Pronounce ‘GIF’, a PSOne-written, Funny Or Die-shot short featuring 'Professor' Gary Goodman (pronounced Jary Joodman), who is so passionately against Jif’s stance that he cannot contain his anger (pronounced anjer).

Alongside this, GIPHY and PSOne have made an entire collection of more than 30 branded Jif GIFs, as well as two GIPHY videos, to help add humour to whatever side of the debate you’re on, and a limited run peanut butter jar that helps explain the difference between a GIF and Jif.