From an Alien Apocalypse to Creepy Man-Squirrels, Jif’s New Ads Give You a Lot to Chew On

Peanut butter is one of those products that seems like it should just be a copy-and-paste commodity, where competitors are all pretty much selling the same thing in different packaging. Instead, just about every fan has strong, passionate opinions about what is good peanut butter and what is grainy trash paste.

Positioning itself as the prior, peanut butter megabrand Jif today rolled out its first ads from the Publicis Groupe, which certainly went deeper and weirder with its storytelling than what you might expect from a mainstream grocery brand.

Publicis attributes the Jif work, along with new spots for sister brand Smucker’s (both are owned by the J.M. Smucker Company, which awarded creative and media to Publicis last year), to a collaboration of five agencies within its holding company: Publicis New York, Zenith, MSL, Digitas and Moxie.

In “Bunker,” we see a woman fleeing an alien invasion and taking shelter in a rural bunker. Fans of the movie 10 Cloverfield Lane might find the scenario a bit familiar, and, much like in the movie, the protagonist soon finds a disconcerting reason to believe this isn’t the safe haven she’s looking for.

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