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
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
โThe Clubโ campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
