Jif joins a much bigger cultural dialog round probably the most influential music style of the twenty first century – hip hop
In early 2020, Jif peanut butter hijacked the web’s longest-standing debate: Jif vs. Gif. This yr, the peanut butter model is becoming a member of an excellent larger cultural dialog round probably the most influential music style of the twenty first century: hip hop.
Hip-hop followers love the style as a result of it’s ever-evolving, with artists at all times pushing to search out new sounds and new flows – that’s what retains the music recent and thrilling. However for those who’ve adopted rap over the previous few years, a number of the newer flows are melodically revolutionary and fascinating – and that’s the place Jif determined to leap in.
“We do a ton of social listening for Jif, at all times holding an ear out for alternatives. That’s how the crew stumbled upon the hyperlink between hip-hop’s newer flows and peanut butter,” mentioned Erica Roberts, Chief Artistic Officer, Publicis NY. “With a little bit digging, it was clear that the feedback stemmed from differing stylistic opinions. So we got down to unite the 2 sides with the assistance of heaping spoonfuls of Jif peanut butter and a number of the largest names in hip-hop.”
The Lil Jif Undertaking is the newest instalment of the That Jif’ing Good marketing campaign, celebrating the good lengths peanut butter lovers will go to for the irresistible style of Jif peanut butter. On this artistic activation, The Lil Jif Undertaking strives to open everybody’s minds (and mouths) to hip hop’s newer type of circulation.
Nevertheless, the model knew it couldn’t take this process on alone, so Jif enlisted one of many best lyrical rappers of all time – Ludacris, and paired him with Gunna, considered one of right this moment’s hottest rappers – bringing the 2 kinds collectively to create one thing fully recent and new.
On Friday, as a part of the Lil Jif Undertaking, Ludacris dropped new music – “Butter.ATL.” Many stealthy music connoisseurs seen a decidedly new circulation from this iconic artist, which got here courtesy of a mouthful of Jif peanut butter and inspiration from Gunna, himself.
A brand new spot debuting on TV and on-line chronicles the story of how Ludacris can’t cease consuming his beloved Jif peanut butter – even whereas within the studio, throughout a recording session – and the wonderful new circulation he created that sounds proper at dwelling with the rappers of right this moment. With a cameo by Gunna, and helmed by award-winning music video director, Dave Meyers, this movie celebrates the magic of this irresistible musical collaboration.
“We’re honoured that each Ludacris and Gunna selected to collaborate with us to show our idea appropriate,” mentioned Rebecca Scheidler, Vice President of Advertising and marketing, Jif. “We predict ‘Butter.ATL’ is proof optimistic that every little thing IS higher with Jif peanut butter.”
“Those that know me know I’m a die-hard peanut butter lover – I even have it on my rider! The chance to convey collectively two issues I like – Jif peanut butter and hip hop music – was a artistic problem I simply couldn’t move up,” mentioned Ludacris. “I’ve been anticipating getting again into the studio for some time now and I noticed this as a cool option to merge the most effective of my roots, impressed by the wonderful sounds from artists like Gunna, to see what new-to-the-world magic I might create.”
“This venture was an unimaginable collaboration; it bonded two rappers by their shared love of an iconic model,” mentioned Bettie Levy, Founder & CEO of BCL Leisure, the Expertise Producer for this industrial and marketing campaign.
“Ludacris contributed thoughtfully each step of the best way to guarantee the artistic was efficient and present; this industrial and marketing campaign wouldn’t have been attainable with out his genius, interval. As for Gunna, his willingness to dive head-first into the thought was crucial as nicely… and having a director like Dave Meyers and an company like Publicis NY craft this distinctive and daring idea exhibits its artistic excellence.”
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