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
This film for Audible reflects the transformative power of audio storytelling. We see a group of people in an idyllic setting, meditating and getting in touch with their inner selves.
Suddenly utopia is disrupted as the world around them starts to shake.
Turns out we’re on a commuter train reaching a station--but thanks to Audible, the journey has been calm and almost transcendent. The commute underscores how listening to Audible immerses us all in extraordinary worlds, changing our mood, perceptions, views--while engaging in routine daily activities.
“Zen Commute” was directed by Antoine Bardou-Jacquet via production company Partizan for London-headquartered creative agency Fold7.
