Are you a choosy mother? Another example of how an Ad agency purposely played on a known expletive phrase to sell their peanut butter. The first time I remember hearing a reference to “mother” in the sense of “Mother F****r” was in the song “Shaft” by Issac Hayes. Some AM stations even bleeped the “mother” in the lyrics even though Hayes never even comes close to saying f**k. So, when JIF picked their slogan “Choosy Mothers chose JIF” you bet your ass everyone in the room knew exactly what it meant. The guy who came up with it probably got a bonus.
If it’s memorable, it’ll sell and there’s not a person today over the age of 30 who doesn’t remember this slogan. In 1990 “mother” was changed to “mom” I guess in an effort to be more “PC” which sucks. JIF has been the leading peanut butter brand since 1981. And it was Mothers that made it number 1! Not Moms. Now they even mention Dads in the Ads. Hey, I’m a Dad, and I’m not choosy. I buy what’s cheap. So don’t peg me in those Ads you morons!
So here’s Mrs. Heintzelman (a Cougar if I ever saw one) getting duped into buying JIF peanut butter. Enjoy!
Ha, I would honestly never have drawn that connection if you hadn’t mentioned it.
That’s the beauty part about it… we don’t *know* we’re being bombarded this stuff… it’s all in the background of our minds. But, guys like me blow the whistle on them from time to time.
It was a HUGE joke when I was a kid. “Are you a choosy Mother?” Come on…
I think only you and your friends made that connection..hah
Me either!!
It’s okay, you’re from Jersey…
Depends on the area if those expressions are used or not. But, they did change it to Mom in ’90 and you know it was partly because some “righteous” folks were pressuring them.
Happens all the time in advertising.
I wonder if Oedipus would have chosen Jif.
Um…er…ahh…no, I’ve no idea what you’re on about! But then you lost me at ‘peanut butter’ ~shudders in revulsion~
I’d say it’s indeed possible that the ad agency *was* playing on words, but no-one got it except for you…?
Also, in my part of the world, Jif is a leading brand of lemon juice. And in the part of the world where I’m living these days, it’s a bathroom sink cleaner! No, really.