Publicis New York created “The Return” spot for Jif, directed by Dave Meyers, which shows rapper Ludacris struggling to record his new “Butter.ATL” track until he discovers a new flow by rapping with a mouthful of Creamy Jif — winning approval from a new generation of rappers, exemplified by Gunna, who makes a cameo. The campaign is running across TV, radio and social, including a #JifRapChallenge on TikTok.