Jif's new campaign is Ludacris

Hip-hop fans love the genre because it’s ever-evolving, with artists always pushing to find new sounds and rhythms, which is what keeps the music fresh and exciting. 

But, if you’re a fan of the genre and have followed it over the past few years, you'll know some of the newer offerings are melodically innovative and interesting, which is where Jif decided to jump in.

The Lil Jif Project celebrates the lengths to which peanut butter lovers will go for the taste of Jif, and the campaign attempts to open people's minds (and mouths) to hip-hop’s newer style of flow. To do this, the brand enlisted the help of one of the best lyrical rappers - Ludacris - pairing the veteran hip-hop star with Gunna, one of today’s hottest new rappers – bringing the two styles together to create something entirely fresh and new.
 
Last Friday, as part of the campaign, Ludacris released Butter.ATL, new music which many music connoisseurs noticed had a decidedly new flow from the iconic artist. That new flow came courtesy of a mouthful of Jif peanut butter, and inspiration from Gunna himself. A new spot [above] chronicles the story of how Ludacris can’t stop eating Jif peanut butter – even during a recording session – and the amazing new flow he created that sounds right at home with the rappers of today. The campaign was created by Publicis New York and directed by Dave Meyers through Radical Media. The spot also features a cameo by Gunna himself.

“Those who know me know I am a die-hard peanut butter lover – I even have it on my rider," said Ludacris. "The opportunity to bring together two things I love – Jif peanut butter and hip-hop music – was a creative challenge I just couldn’t pass up. I’ve been anticipating getting back into the studio for a while now and I saw this as a cool way to merge the best of my roots, inspired by the amazing sounds from artists like Gunna, to see what new-to-the-world magic I could create.”