In the past decade a heated rivalry emerged between Lyrical Rap vs Mumble Rap. The ladder being described as sounding like you’re rapping with a mouthful of peanut butter. So, we thought: What if Jif, America’s biggest peanut butter brand, united both old and new rap generations? So, we enlisted one of the greatest lyrical rappers, Ludacris, and paired him with Gunna, one of today’s hottest rappers, bringing the two sides together. 

The project started with the release of an original rap track recorded with unclear (mumbled) vocal delivery by Ludacris, a stark contrast to his usual lyrical-rap style.

It was then revealed through the film “The Return” that Ludacris's new flow was inspired by a spoonful of Jif Peanut Butter and catapulted his epic rise into mumble rap stardom.

To engage fans, we created the #JifRapChallenge on TikTok. Convincing rising artists, teens, moms and even animals to rap alongside Ludacris, with a mouthful of Jif Peanut Butter, becoming one of TikTok’s biggest culture drivers in 2021.

Agency: Publicis NY

Creative leads: Erica Roberts, Alan Wilson, Peter Defries

Jr. Copywriter & Cultural Consultant: Nia Bolling

Producer: Lauren Schneidmuller

Director: Dave Meyers @ Radical Media