Jif is shaping a whole campaign around peanut butter and hip hop called “the ‘Lil Jif Project” that includes peanut butter jar bling, TikTok challenges, and a new track. This ad is acting as a mini mockumentary-type video about rapper Ludacris finding a new sound and flow with the help of Jif peanut butter. It kind of puts a whole new spin on mumble rap. Rapping or not, who else can resist taking a spoonful right out of the jar any chance they get?
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