The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Artist / Brand Collaboration
Annual ID
OS22_MS046M
About the Work
How do you unite old and new generations of rap together? By partnering with a legendary old school artist to rap an original track with a mouthful of Jif Peanut Butter.
But let’s start at the beginning…
Through social listening, we stumbled on the link between today’s rappers (often referred to as “mumble rappers”) and peanut butter. Many people were saying it sounded like new artists were rapping with a mouthful of peanut butter. With a little digging, it was clear that the comments stemmed from a difference in generational preference.
So we had an idea: What if we brought Ludacris out of a six-year hiatus to write and record a track with a mouthful of Jif Peanut Butter? This track became the centrepiece of the film “The Return.”
“Butter.ATL” is an original track by Ludacris that took listeners and fans by complete surprise. Rather than rap with his usual articulation and flow, he created a track that was more in line with the rappers of today – he switched from his usual lyrical rhymes to unclear vocal deliveries, giving it a new school (mumbled), peanut butter sound. The chorus is sung with autotune, a prominent vocal effect used by today’s generation (but not often touched by his old-school peers). These are all layered over a slow-tempo trap beat – a true departure from his traditional roots.
It was this change of style that had old generations and new coming together to agree that his new flow was dope.
It’s not easy to completely change up your style when you’re as iconic as Ludacris. But luckily, he had some incredible help – the single was created at the iconic Patchwerk Recording Studios with legendary producer She'kspere, and with support from new school rapper Gunna.
But let’s start at the beginning…
Through social listening, we stumbled on the link between today’s rappers (often referred to as “mumble rappers”) and peanut butter. Many people were saying it sounded like new artists were rapping with a mouthful of peanut butter. With a little digging, it was clear that the comments stemmed from a difference in generational preference.
So we had an idea: What if we brought Ludacris out of a six-year hiatus to write and record a track with a mouthful of Jif Peanut Butter? This track became the centrepiece of the film “The Return.”
“Butter.ATL” is an original track by Ludacris that took listeners and fans by complete surprise. Rather than rap with his usual articulation and flow, he created a track that was more in line with the rappers of today – he switched from his usual lyrical rhymes to unclear vocal deliveries, giving it a new school (mumbled), peanut butter sound. The chorus is sung with autotune, a prominent vocal effect used by today’s generation (but not often touched by his old-school peers). These are all layered over a slow-tempo trap beat – a true departure from his traditional roots.
It was this change of style that had old generations and new coming together to agree that his new flow was dope.
It’s not easy to completely change up your style when you’re as iconic as Ludacris. But luckily, he had some incredible help – the single was created at the iconic Patchwerk Recording Studios with legendary producer She'kspere, and with support from new school rapper Gunna.
2022 Awards
Total Points: 3
Merit
Credits
Agency
PSOne / New York
Client / Brand
The J.M. Smucker Company / Orrville
Art Director
Mollie Coyne
Copywriter
Josh Clayton
Chief Creative Officer
Erica Roberts
Designer
Spencer Chen
Account Supervisor
Nia Bolling
Associate Creative Director
Judd Wachstein
Senior Designer
Zachary Callopy
Assistant Lead - PR, Influencer, & Digital
Hilary Ayers-Kurtz
Associate Director, Content
Nicole Guadagno
Chief Commercial & Marketing Officer
Geoff Tanner
Digital & Social Assistant Lead
Allison Wagner
Director, Integrated Consumer Experience
Sara Diepenbrock
Director, Integrated Consumer Experience - Food & Beverage
Lynne Schroeder
Director, Social Strategy
Tristen Sechi
EVP, Content
Kim Iadevaia
EVP, Group Account Director
Yuri Lee
EVP, Managing Director - Media
Colleen Hotchkiss
EVP, Strategy Director
Jennifer Baldwin
Head of Culture
Salama Warner
Officer, SVP, Integrated Consumer Experience
Charlene Zappa
President, Group Client Lead
Gail Hollander
Senior Art Designer
Jessica Larkin
Senior Brand Manager
Tim Shannon
Senior Lead, Integrated Consumer Experience
Ryan Morand
Senior Manager, Content & Culture
Jennifer Polkinghorne
Senior Manager, Digital Strategy & Activation
Meghan Olmstead
Senior Program Manager
Ariel Wakasa-Gonzalez
Social Creative Director
Dave Gordon
SVP, Consumer Practice
Patricia Hallock
SVP, Group Client Director
Anna Kelce
SVP, Media Strategy
Alan Danzis
VP, Creative Director - Copy
Alan Wilson
VP, Account Director
Erika Maddrey
VP, Consumer Practice
Laurie Shulman Derousseau
VP, Creative Director, Art
Peter Defries
VP, Director, Data & Analytics
Jeff Bobick
VP, Executive Producer
Lauren Schneidmuller
VP, Group Director - Program Management
Alex Orson
VP, Marketing, Consumer Foods
Rebecca Scheidler
VP, Strategy Director
Allie O'Shea
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