"If you've ever called a GIF a Jif, we forgive you." That's the word from Jif peanut butter and GIPHY as they team up to settle the great debate over how to pronounce GIF (hard-G please), in a playful new initiative created by Publicis Groupe. The #JifvsGIF lineup includes a limited-edition 'GIF' peanut butter jar available immediately on Amazon, a suite of custom Jif GIFs created in partnership with GIPHY, as well as a satirical video written by PSOne and produced by Funny or Die, featuring linguistics 'Professor' Gary Goodman (pronounced Jary Joodman) angrily (pronounced anjrily) refuting Jif's stance.
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