Snoop Dogg Channels Frank Sinatra in JL’s Latest Visually Stunning Ad for Adidas Originals

Snoop did it his way: Doggystyle

For its new, wildly impressionistic ad, Adidas Originals turned to two odd-couple musical icons who have always done things their way: Frank Sinatra and Snoop Dogg. 

The larger Adidas brand's most recent ad targeted Chinese athletes looking to express their own personal style. But the new "Original Is Never Finished" campaign from Originals global lead agency Johannes Leonardo takes a different tack by focusing on those who have never wavered from their roots. 

In addition to Snoop, the spot features pop stars Dev Hynes (aka Blood Orange), Stormzy and Mabel, as well as Los Angeles Lakers small forward Brandon Ingram, former NBA star Kareem Abdul-Jabbar and more. 

It's quite a bit to take in for a spot that channels everything from classic hip-hop to the Italian Renaissance. 

"Everything we do for Adidas Originals is a work in progress, as true creativity is never finished," says Alegra O'Hare, vp of global communications for the Originals and Core brands. "We are constantly challenging ourselves and breaking down the boundaries that limit imagination; we hope to inspire all creators to do the same." 

Recent Originals campaigns have played on the idea of the past informing the present and future. Last year, the brand called on 10 artists to create visual representations of what the future might look like and produced an influencer-driven campaign best described as "dystopian."

JL creative director Wes Phelan says the agency has spent its three-year partnership with Originals establishing and returning to the brand's history in an effort to remove "the shackles that hold back creativity." 

"Each of the scenes are, in a way, a reference to a moment of cultural relevance," he says, describing the "Birth of Venus" scene as "the digital wasteland—a symbol of the pace at which we are going through modern technologies."

This spot marks the launch of a larger campaign that will roll out across all of 2017. JL and Adidas Originals plan to continue revisiting and refreshing the same themes throughout, and Phelan says the current ad is "part of a bigger story we've been building toward."

Regarding the Snoop cameo, Phelan says, "He has stayed true to himself and always adds a touch of Snoop Dogg to everything he touches, which makes him an original. The ultimate point is, I can do anything I need to do." 

CREDITS

Cast

Song: Remix of "My Way" by Frank Sinatra recreated by Human

Snoop Dogg in "Doggystyle"

Stormzy in "Trap Syrup"

Mabel in "Tunnel"

Kareem Abdul-Jabbar and Brandon Ingram in "Raining Basketballs"

Dej Loaf in "Inflated"

Dev Hynes in "Mirrors"

Gonz and Lucas Puig in "Lucas & The Gonz"

Petra Collins in "The Birth of Venus"

Client: Adidas Originals

General Manager: Arthur Hoeld

Global Vice President, Brand Communications: Alegra O'Hare

Global Director of Communications, Brand Marketing: Jenny Pham

Senior Manager Communications: Edi Borrelli

Senior Director, Global Brand Marketing Operations and Creative Shoot Production: John van Tuyll

Shoot and Production Manager: Justin Townsend

Agency: Johannes Leonardo

Chief Creative Officers: Jan Jacobs, Leo Premutico

Creative Director, Partner: Ferdinando Verderi

Creative Directors: Wesley Phelan, Matthew Edwards

Copywriter: Jeph Burton

Art Director: Hunter Hampton

Head of Integrated Production: Dana May

Executive Producer: Maria Perez

Senior Producers (Film): Tina Diep, Stine Moisen

Producer (Online Content): Doug Moffitt

Production Coordinator (Film, Online Content): Alexandra Olivo

Group Account Director: Sam McCallum

Account Director: Dom Dalton

Account Supervisor: Gulru Soylu

Head of Strategy: Mark Aronson

Strategist: Miné Cakmak