Titled “Gladiator School,” this commercial showcases just how far folks might go for the fresh-roasted peanut taste of Jif® peanut butter, this time at a gladiator training school in Ancient Rome, just a stone’s throw from the Colosseum. The spot pays homage to the epic style of the 1950s and 1960s’ Hollywood blockbuster epic films, with a spin on the classic tale of an overconfident student challenging his wise teacher–while casually introducing the easier and squeezier new pack, Jif® Squeeze.
Gladiator School was created in partnership with Publicis Groupe’s Power of One solution, PSOne, a bespoke agency for The J.M. Smucker Co (parent to the Jif brand). Markus Walter of production house RESET directed “Gladiator School,” a blend of quirky, irreverent humor, bold theatrical tone, and cinematic craft.
“A peanut butter you don’t need a knife to eat?! That’s a pretty epic innovation. And in the world of the ‘That Jif’ing Good’ campaign, epic innovations are met with equally epic, yet somewhat absurd launch spots,” stated Andy Bird, chief creative officer, PSOne.