I've been writing about ads for 15 years as of 2021, and yet I've never mentioned the one that has lived in my brain rent-free since the 1980s.

Part of a long-running Reese's Peanut Butter Cup campaign, it was the one where (I'm going from memory, as it doesn't seem to be online) two knights are jousting—one armed with peanut butter and one with a bar of chocolate. It ends predictably: "Your chocolate is in my peanut butter!" "Your peanut butter is on my chocolate!"

Since childhood, I have found myself wondering constantly, "Why were they jousting with food? And what exactly did they expect to happen?"

So I was thrilled to see peanut butter-centric combat return to its rightful place in the advertising world today.

Jif and PSOne (a multi-agency team of Publicis shops) today launched "The Gladiator School," a legitimately cinematic spot that's part Spartacus, part ridiculous.

The end result is a lavishly produced but intentionally silly scenario in which gladiators "fight to the Jif."

I'm earnestly excited to see Jif back on the advertising stride it began with Publicis in 2019, with wonderfully crafted spots like "Bunker," which we at Adweek named one of that year's best ads.

(Btw, if you'd like to do a deep dive into peanut butter—and who wouldn't?—you should read my colleague Robert Klara's fascinating retrospective on the Jif brand on Adweek.)

So now that you've learned about my secret obsession with food-jousting knights of the '80s, it's your turn to tell me which obscure ads have haunted your memories since childhood. Drop me a note at the email below or find me at @Griner on Twitter.

David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com

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