As far as classic taglines go, the over 60 year old “Choosy Moms Choose Jif” is a big one. But as parenting trends became more inclusive, the tagline began losing its luster. This work marks the first brand spots Jif had done in over a decade. They wanted to retain the emotional storytelling that had defined America’s favorite peanut butter for years, but knew they had to do so in a much more authentic way. These are the first two spots out of the gate.