Jif, Ludacris and Gunna Spread Peanut Butter and Love for Modern Rap With 'The Return'

Publicis taps top musical and directorial talent for an homage to hip-hop's newer sound

Hip-hop has evolved immensely over the years. The sharp lyricism and confident showmanship that ruled the charts certainly haven’t left the genre, but they now share a spotlight with more melodic, relaxed delivery that has proven successful for the likes of Migos, Future, Cardi B and more. Hip-hop purists have debated the validity of new school artists, often comparing the sound to that of someone chewing on peanut butter.