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Jif “Save the Celery” 2025

Jif “Save the Celery” (2025) is a Jif commercial directed by Ben Callner. It won one award: NYF 2025 Bronze — Film Craft: Direction.

A sad celery stick, neglected at parties, finds its true love in Jif peanut butter, encouraging viewers to #SaveTheCelery.

Video: Ben Callner on Vimeo

Shot by shot

  1. A young Black man in a green jacket walks past a table with food baskets in a dimly lit restaurant, while other patrons are visible in the background.© Jif0:02
  2. A high-angle shot shows two red checkered baskets of celery sticks and chicken wing bones on a dark wooden table in a dimly lit restaurant.© Jif0:04
  3. A single, green celery stick stands upright in a glass, with a small water droplet visible on its surface, in a dimly lit interior.© Jif0:21
  4. A brown and white dog runs through a backyard towards the camera, with a house visible in the background during dusk.© Jif0:35
  5. A dog's paw is seen digging in the dirt next to a pile of discarded celery pieces near a tree in a backyard.© Jif0:37
  6. A person's hand reaches for a chicken wing from a plate of wings and celery sticks on a glass coffee table in a living room.© Jif0:43
  7. A young person in a red jersey opens a refrigerator, looking for something inside, in a dimly lit kitchen at night.© Jif0:46
  8. A jar of Jif peanut butter falls off a counter in a home kitchen, with a blurred child in the background.© Jif0:49
  9. A child in a red jersey is out of focus in the foreground, while a small red Jif peanut butter container lies on the floor in a kitchen hallway.© Jif0:51
  10. A jar of Jif peanut butter rolls across a polished wooden floor in a dimly lit living room.© Jif0:56
  11. A man with an afro and mustache looks at a jar of peanut butter in his hand, with a blurry green object in the foreground.© Jif1:07
  12. A Black man with an afro and mustache looks intently at a jar of Jif peanut butter in his hand, in a dimly lit interior.© Jif1:15

Stills © Jif. Made by Ben Callner.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Celery, often neglected at parties, finds its perfect match with Jif peanut butter.

Tagline: “Celery neglect stops with you. #SAVETHECELERY”

personification of an objectunrequited loveunderdog storydiscovery of true lovecall to action hashtag

The cut

Length
91 s
Shots
38
Average shot
2.4 s

What creatives use Jif “Save the Celery” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Jif “Save the Celery”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young Black man in a green jacket walks past a table with food baskets in a dimly lit restaurant, while other patrons are visible in the background.© JifA high-angle shot shows two red checkered baskets of celery sticks and chicken wing bones on a dark wooden table in a dimly lit restaurant.© JifA single, green celery stick stands upright in a glass, with a small water droplet visible on its surface, in a dimly lit interior.© JifA brown and white dog runs through a backyard towards the camera, with a house visible in the background during dusk.© Jif
    Frames from Jif “Save the Celery”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Jif “Save the Celery” in order, with its length, framing and what happens in it.

    A young Black man in a green jacket walks past a table with food baskets in a dimly lit restaurant, while other patrons are visible in the background.© JifA high-angle shot shows two red checkered baskets of celery sticks and chicken wing bones on a dark wooden table in a dimly lit restaurant.© JifA single, green celery stick stands upright in a glass, with a small water droplet visible on its surface, in a dimly lit interior.© JifA brown and white dog runs through a backyard towards the camera, with a house visible in the background during dusk.© JifA dog's paw is seen digging in the dirt next to a pile of discarded celery pieces near a tree in a backyard.© JifA person's hand reaches for a chicken wing from a plate of wings and celery sticks on a glass coffee table in a living room.© Jif
    Length: 91 s · Shots: 38 · Average shot: 2.4 s

  3. 03Ad ideas: every spot built on a personification of an object

    Before you present an idea, you need to know who has done it, and how.

    Jif “Save the Celery” is built on a personification of an object. Search the library by idea to see every spot that uses it.

    Kombi Volkswagen “Los últimos deseos de la kombi”© Kombi VolkswagenM-Monochrom “Alma”© M-MonochromTesco “Epic Mission”© TescoErste Group “Believe in Tomorrow”© Erste Group
    Kombi Volkswagen · M-Monochrom · Tesco · Erste Group

More commercials by Ben Callner

  • Eggo "Kids Want It. Parents Agree" (2025) commercial still© EggoEggo “Kids Want It. Parents Agree” 2025Dir. Ben Callner · FCB
  • Molson Coors Beverage Company "Blue Moon - Orange" (2025) commercial still© Molson Coors Beverage CompanyMolson Coors Beverage Company “Blue Moon - Orange” 2025Dir. Ben Callner · No Fixed Address
  • New York Festivals "No BS Allowed" (2025) commercial still© New York FestivalsNew York Festivals “No BS Allowed” 2025Dir. Ben Callner · Grey
  • The J.M. Smucker Company "Save the Celery" (2024) commercial still© The J.M. Smucker CompanyThe J.M. Smucker Company “Save the Celery” 2024Dir. Ben Callner · BBH
  • Doritos "Goat 4 Sale - Crash the Super Bowl 2025" (2024) commercial still© DoritosDoritos “Goat 4 Sale - Crash the Super Bowl 2025” 2024Dir. Ben Callner

Award-winning food & qsr commercials

  • Uber Eats "A Century of Cravings" (2025) commercial still© Uber EatsUber Eats “A Century of Cravings” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • Uber Eats + Special US "Football is for Food" (2025) commercial still© Uber Eats + Special USUber Eats + Special US “Football is for Food” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Skittles "Apologize the Rainbow" (2023) commercial still© SkittlesSkittles “Apologize the Rainbow” 2023DDBLondon International Awards Grand Prix 2023
  • Cadbury Celebrations "My SRK Ad" (2023) commercial still© Cadbury CelebrationsCadbury Celebrations “My SRK Ad” 2023Dir. Divij Kulkarni · OgilvyEffie Awards Grand Prix 2023
  • Voiz "The Innocent Eyes" (2023) commercial still© VoizVoiz “The Innocent Eyes” 2023Dir. Wuthisak Anarnkaporn · Ogilvy Group ThailandLondon International Awards Grand Prix 2022

Questions

Who directed the Jif “Save the Celery” commercial?

Ben Callner directed it.

What awards did Jif “Save the Celery” win?

1 awards, including NYF 2025 Bronze — Film Craft: Direction.

What is the tagline of Jif “Save the Celery”?

“Celery neglect stops with you. #SAVETHECELERY”

Sources for the credits and awards

nyfadvertising.comnyfadvertising.comnyfadvertising.comnyfadvertising.com