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
Royal Ontario Museum (ROM) has unveiled a new chapter in its “Immortal” brand platform that explores natural history to help people understand the past, make sense of the present, and shape a shared future.
Created by Toronto-based agency Broken Heart Love Affair, the new campaign reimagines the connection between humans and nature, encouraging viewers to reconsider humanity’s place within Earth’s vast timeline and offering a fresh look at the museum’s permanent collection.
At the heart of the Immortal: Nature’s Symphony campaign is this three-minute film, “Opera,” that aims to evoke a sense of awe and wonder, as seen through the eyes of the unique central character--a chimpanzee. Departing from the human-focused lens of the initial “Immortal” campaign in 2022, this iteration takes a new approach to emphasize ROM’s pillars of art, culture, and nature, reminding viewers that humanity is an incredibly small part of Earth’s expansive story spanning billions of years.
“This campaign is our love letter to the natural world--a clarion call to protect and look after our Earth and everything in it,” said ROM chief marketing & communications officer Sally Tindal. “Home to a world-class collection of 18 million artworks, cultural objects, and natural history specimens, ROM plays a vital role in our understanding of nature and the world around us, and we hope this campaign inspires people to revisit the Museum with fresh eyes.”
Directed by Rune Milton of Revolver Films (which reps him in Canada; he is handled by in the U.S. and U.K. by SMUGGLER), the film follows a chimpanzee’s interactions with diverse species and landscapes, illustrating Earth’s evolution and the resilience of the natural world. By... Read More
