Ludacris revealed his latest ambassadorship for Jif in a new commercial promoting the peanut butter brand. The ad features the Atlanta rapper rapping with a mouthful of creamy peanut butter. 

“Those who know me know I am a die-hard peanut butter lover—I even have it on my rider!” the Atlanta native said in a statement. “The opportunity to bring together two things I love—Jif peanut butter and hip-hop music—was a creative challenge I just couldn’t pass up. I’ve been anticipating getting back into the studio for a while now and I saw this as a cool way to merge the best of my roots, inspired by the amazing sounds from artists like Gunna, to see what new-to-the-world magic I could create.”

The campaign includes an interactive #JifRapChallenge on TikTok inviting users to record a rap duet. The only catch is they too will have a mouthful of peanut butter as they try to keep up with Ludacris. 

According to AdAge, the spot comes from ad agency Publicis New York and was directed by Grammy-award winning director Dave Meyers. The campaign will run on TV, online and radio.