Hip hop artist and actor Ludacris stars in this Jif peanut butter spot, “The Return,” directed by Dave Meyers of production house RadicalMedia for Publicis Groupe agency PSOne, New York.
Titled "The Return," the commercial tells the story of how Ludacris changed his legendary sound–thanks to a mouthful of Jif peanut butter, along with a little help from Atlanta’s new school hip hop artist, Gunna. The new vibe/flow to the hip hop rendition from Ludacris is a crowd pleaser, translating into a monster hit.
The overall Lil Jif Project campaign is running across TV, radio and social, including a #JifRapChallenge on TikTok.
Credits
Client JM Smucker/Jif Agency PSOne, New York Erica Roberts, chief creative officer; Alan Wilson, Peter Defries, creative directors; Spencer Chan, Zac Collopy, sr. designers; Josh Clayton, copywriter; Mollie Coyne, art director; Connor Fitzgerald, designer; Dave Gordon, social creative director; Judd Wachstein, associate creative director; Jessica Larkin, sr. art director; Tim LeGallo, head of production; Lauren Schneidmuller, executive producer; Jennifer Baldwin, EVP, strategy director; Allie O’Shea, strategy director. Talent Producer Company BCL Entertainment Bettie Levy, founder/CEO. Production Company RadicalMedia Dave Meyers, director; Jim Bouvet, Gregg Carlesimo, exec producers; Lisa Brugliera, producer. Editorial Exile Nick Gilberg, editor; Shane Van, assistant editor; Sasha Hirschfeld, exec producer; Evyn Bruce, head of production; Julie Zivic, producer. VFX/Post JAMM Jake Montgomery, VFX supervisor/shoot supervisor; Patrick Munoz, lead compositor/VFX supervisor; Adrien Servadio, Graziella Gandolfi, Louis Mackall, Flame artists; Zak Dimaria, Connie Ho, Brian Burke, Ben Martin, CG team; Rob Rhodes, shoot supervisor; Asher Edwards, exec producer; Justine Pregler, producer. Animation Motif Studios Craig Parker, head of animation & 3D; Andre Janse van Vuuren, 3D artist; Jacques Bock, producer. Telecine Company 3 Stefan Sonnenfeld, colorist. Audio Record, Sound Design & Mix Company Super Exploder Jody Nazzaro, audio mixer/sound designer; Meredith Nazzaro, producer. Music "Butter.ATL" by Ludacris
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
