Ever since it was first published in 1843, Charles Dickens’ A Christmas Carol has been retold countless times, with everyone from Albert Finney to the Muppets taking on the roles of Ebenezer Scrooge and his ghostly guides. For this holiday season, Adidas has produced a new version of the story starring one of the modern era’s most important cultural icons: Snoop Dogg. (Or, as he's taken to calling himself, Snoop Lion.)
In The Cautionary Tale of Ebenezer Snoop, our hero faces the Christmastime dilemma of “the bah-humbizzles.” The film, produced by agency Sid Lee for Adidas, opens with Snoop himself before a TV image of a crackling fire, as he warms himself with a warm drink (in a red Solo cup) and puffs on his (likely marijuana-filled) pipe. We’re going to hear “a classic tale of loss, regret, redemption, and, of course … partying,” he tells us, before blowing us away to an animated storyland in a cloud of smoke.
On a "cold, 75-degree day" in L.A., Ebenezer Snoop has lost his holiday spirit. So he’s whisked away by the ghosts of holiday past (Stan Smith), present (David Beckham), and future (Rita Ora and Derrick Rose) to visit a trio of parties that range from “legit” to a “hot mess.” What went wrong? “The younger you knew about giving back and spending time with his crew,” warns Ora.
If all this animation looks familiar, that's because it was illustrated by J.J. Sedelmaier of Beavis and Butthead fame. The brand isn't mentioned in the clip, which runs 4 minutes and 21 seconds (something tells me they were shooting for 4:20), but Adidas shoes adorn the feet of Snoop in every shot.
And back in his present-day crib, Ebenezer Snoop has learned his lesson: “Parties aren't an excuse to get wild; they’re a celebration of friends gathering from near and far,” he says. Happy Holidizzles, y’all.
Agency: Sid Lee
Executive Creative Director: Kris Manchester
Creative Director: Charles Hall
Creative Director: Brandon Pierce
Art Director: Jamie Gurnell
Writer: Brad Getty
Director: Jake Szymanski
Production Company: Caviar Content
Animator: J.J. Sedelmaier
Production Company: Jimmy Lee
Editor: Louis-Philippe Charette
Colorist: Drew Downes
Postproduction: Mass Market
Designer: Marc-Andre Dandurand
Executive Producer: Josh Reynolds
Producer: Janie Delorme
Web Producer: Pier-Luc Beaulieu
Sound Design: Machine Head