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    “Gladiator School” In Session As PSOne, Director Markus Walter Squeeze Out Laughs For Jif

    By SHOOTUpdated:No Comments4464 Views

    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.

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    Credits

    Client The J.M. Smucker Company/Jif Agency PSOne, NY Andy Bird, chief creative officer; Erica Roberts, executive creative director; Alan Wilson, creative director, copy; Peter Defries, creative director, art; Jenny Read, head of integrated production; Lauren Schneidmuller, executive producer; Jennifer Baldwin, SVP, strategy director. Production Company RESET Markus Walter, director; Deannie O’Neil, exec producer; Annabel Ridley, producer. Editorial Spot Welders Mischa Meyer, editor; Anil Baral, assistant editor; Carolina Padilla, producer. VFX/Postproduction Blacksmith Tom Bussell, creative director; Charlotte Arnold, exec producer; Ashley Goodwin, producer. Audio Record & Mix Super Exploder Jody Nazzaro, audio mixer, sound designer. Music Rwdy Music Matthias Biermann, composer.

    Genre:Comedy
    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:Markus WalterPSOnePublicis GroupeReset



    West BBDO and Director Mark Molloy Bring WhatsApp’s Privacy Promise To Life

    Monday, May 19, 2025

    This TV spot--part of WhatsApp’s global “Not Even WhatsApp” campaign from agency West BBDO--brings the WhatsApp privacy promise to life by centering on the idea that even the most ordinary messages--voice notes from your mom, badly lit selfies, triple-texts, or late-night confessions--are deeply personal. Thanks to end-to-end encryption, they’re completely private too.

    End-to-end encryption keeps your personal messages and calls between you and the person you’re communicating with. No one outside of the chat, not even WhatsApp, can read, listen to, or share them.

    Mark Molloy of SMUGGLER directed the “Message Privately” :60 which was shot across a range of stunning locations in Mexico City and Sydney. Viewers are taken inside WhatsApp’s point of view--on the other side of your phone screen--where no one can see your messages.

    Matt Miller, CEO and chief creative officer of West BBDO, comments: “We wanted to capture the beauty in the everyday chaos of messaging—the weird voice notes, the emotional late-night texts, the stuff you only share because you know it’s private. That’s the power of WhatsApp, and that’s what this campaign is all about: trust, intimacy, and total freedom to be yourself.”

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