Some say, “new school rappers sound like they rap with a mouthful of peanut butter”… that gave us an idea. What if we, the world’s best damn peanut butter, could bring the old … read moregeneration who think new school rap is an incomprehensible departure from the artform, together with the new generation who think it’s an evolution.
It’s an absolutely ludicrous idea. But we knew we couldn’t do it alone. So, we enlisted one of the greatest lyrical rappers of all time. The most ludicrous of them all. Ludacris. And with that, The Lil Jif Project was born.
Ludicris recorded and released a new school rap track with an inarticulate vocal delivery, trap beat and auto-tuned hook that, that he dropped to the surprise of the rap community.
Three days later it was revealed that Jif was behind it when The Lil Jif Project launched with the Dave Meyers directed film that also featured new school rapper Gunna, in a true union of generations that sparked much debate online and in the media.The campaign was supported by OOH, Radio, a limited-edition jar and a wildly successful TikTok challenge the #jifrapchallenge.
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