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LIL JIF PROJECT
PUBLICIS, New York / JIF / 2022
Awards:
Overview
Credits
Overview
Write a short summary of what happens in the film
“The Return” chronicles the story of how a legendary lyrical rapper, Ludacris, can’t stop eating Jif Peanut Butter – even while in the studio – unleashing an amazing new rap sound (often referred to as “mumble rap”). To top it off, Gunna, one of the hottest rappers of today, gives it his stamp of approval as we witness Ludacris’s epic rise into mumble rap stardom.
This film truly is a window into Ludacris’s world. We united him with the genius behind his most famous music videos, Dave Meyers, to give nods to his past videos while staying authentic to his “Ludacris” tone. From his iconic braids magically transforming as he raps to over-exaggerated facial features, his fingerprints were on every scene.
Throughout the film, Ludacris performed “Butter.Atl,” a song he wrote purely for the campaign in a mumble sound with Jif featured in the lyrics.
Cultural / Context information for the jury
Rap is the most popular genre among young consumers in the U.S., which made it a highly relevant cultural partnership. In exploring the genre, we discovered debates and battles are central to rap, pushing the genre to evolve. In the past decade, a heated rivalry has emerged in rap culture between more traditional lyrical rap vs. newer "mumble rap." The new generation has been described as sounding like they rap with a mouthful of peanut butter. So we thought: What if Jif, America’s biggest peanut butter brand, could unite both old and new rap generations? We then enlisted one of the greatest lyrical rappers, Ludacris, and paired him with Gunna, one of today’s hottest rappers, bringing the two sides together in a program across audio, social, TV and more.
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