New Jif Peanut Butter Commercial Mentions Dad PDF Print E-mail
Blog - General News
Written by Nathan Greenberg   
Tuesday, 21 July 2009 05:42
http://www.facebook.com/video/video.php?v=440644317468
This is a new commercial from Jif peanut butter. For those needing a bit of background, Jif's slogan "Choosy Moms Choose Jif" was one of the principle reasons ProActiveDads was founded. We were tired of being considered second-class parents by companies like Jif. You can see our Review here.

Its great to see that they've done an entire commercial to recognize Dads. Unfortunately, the voiceover and text don't match. While the voice (a woman's) says "Choosy Moms, and Dads, choose Jif", the text on the screen only says Moms. That tells us this is a temporary change. And none of the concerns in our first Review have been addressed. But we'll keep watching.

(Our thanks to Matt Williamson of DaddyRevolution.com for finding this video and sending it to us!)


 
Comments (2)
jif's slogan
1 Thursday, 23 July 2009 21:32
matt williamson
it was definitely an after thought, but at least it was a thought. reminds me of the movie, What About Bob?
baby steps.
Reply
"Choosy Moms and Dads"
2 Friday, 24 December 2010 16:06
K-C
glad to hear the positive feed back, and finding more "dads" that care and want to be included in day to day life. A few years ago, when my daughter was born, I sent Jif multiple letters and e-mails in concern w/ their slogan. After receiving a phone call from their adv. and marketing board, I was told "we will bring up your concerns at our next meeting." Low and behold, I was sent a letter telling me about the outcome of said meeting. a week latter, I saw the commercial, and they even added my suggested slogan "choosy moms and dads choose Jif." Though I loved (not really) how they over emphasized the word "dad" in order to say "we included you, are you happy?" Oh, well.
Reply

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