Typically you simply have a look at a factor that abruptly exists and ask your self “Holy shit, why didn’t somebody consider this sooner?” So after I booted up Twitter this morning and noticed a peanut butter jar with “GIF” written on the aspect, my jaw dropped as a result of… holy shit, why didn’t somebody consider this sooner?

This jar is a collaboration between Giphy, the web site the place you go for GIF content material, and Jif, the peanut butter firm, in honor of Nationwide Peanut Butter Day on March 1 (no, I hadn’t marked it on my calendar both). It’s Jif’s signature product, with a label wrapped across the aspect that tells you learn how to pronounce the 2 totally different phrases — or phrase and acronym, nevertheless you need to have a look at it. Giphy’s aspect, the “Gif,” says it’s a tough g, or a “guh” sound, whereas the Jif aspect is a comfortable g or “juh” pronunciation.

[Learn: Don’t miss Vimeo, Giphy, and Snapchat at TNW2020]

So there you go, debate solved, proper? The lid of the jar even says “If you happen to’ve ever referred to as a GIF a ‘Jif,’ we forgive you.” I’m positive the one who invented the Gif, Steven Wilhite — who pronounces it with a soft g — will graciously settle for your mercy, Jif.

Credit score: Jif

For sure, I’m positive the definitive pronunciation is influenced not less than considerably by Jif not wanting their product to be confused with the staple of web humor. Whereas I’m positive it wouldn’t precisely harm the peanut butter firm — which has existed by that identify for over fifty years — there may be such a factor as model confusion. Rebecca Schiedler, Jif’s head of selling, mainly stated as a lot on the discharge: “We’re teaming up with GIPHY to place a lid on this decade-long debate and show there is just one Jif… it’s creamy, scrumptious peanut butter, not a looping image you may ship to make family and friends snicker,” she stated, which appears relatively insistent to me.


This can be a little amusing since anecdotal proof means that Wilhite selected this pronunciation particularly to echo the identify of the peanut butter. The GIF pronunciation page says among the individuals who initially used the format would say “Picky web sites select GIF,” a tackle Jif’s personal slogan from my childhood: “Picky mothers select Jif.”

Then once more, there’s an equally fervent occasion — with a similarly named website, no much less — that argues it must be pronounced with a tough g as a result of it’s quick for Graphics Interchange Format. That’s additionally a legitimate argument, so far as I’m involved. So… yeah, this debate isn’t settled, is it?

The Dark Knight Joker GIF - Find & Share on GIPHY

If you wish to purchase your self a jar, you will discover it on Amazon here. They’re nonetheless in inventory on the time of this writing.

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