adidas is re-imagining the holiday classics, “A Christmas Carol” by Charles Dickens, by launching a video titled The Cautionary Tale of Ebenezer Snoop, a story of “love, loss, regret and redemption of Ebenezer Snoop as he rediscovers his lost holiday spirit.” The brand’s Holiday 2012 Campaign new video, which will be available on November 26, features a roster of global celebrities including Snoop Lion (Ebenezer Snoop), Stan Smith (Ghost of Holiday Past), David Beckham (Present) and Derrick Rose & Rita Ora (Future) as well as other adidas celebrity faces, who will make cameo appearances—Jeremy Scott, Joe Tsonga, Dwight Howard and Andy Murray to name but a few. The film, which centers around the legendary holiday story, will help users take a fresh look at their own life and see if they are more Scrooge or Cratchit, bad or good.
In the end of the film, you will be invited to a special Facebook app, where you will be able to create your Ebenezer Snoop story and discover what can happen if you continue showing only the nasty edges of your personality. For each user of the app adidas will create a personalized narration based on his or her Facebook activities like commenting and event responses. When you finally start to realize that your behaviour was really not that great, you may “save” yourself by sending greeting cards featuring “Beavis and Butthead” artist J.J. Sedelmaier’s adidas Holiday 2012 campaign illustrations and Christmas adidas discounts to your friends.
The brand has also released a series of four hilarious teasers, which feature Snoop Lion as Ebenezer Snoop in the middle of the holiday preparations. They can be watched on the brand’s YouTube page, which has also been redesigned ahead of the film’s premiere on Monday. “Are you an Ebenezer?” it asks. In addition, adidas Twitter account is taken over by Ebenezer Snoop this holiday season—with the help of its consumers, the brand wants to discover if the season will be #bahhumbizzle or will it be a #happyholidizzle.
“The adidas Ebenezer Snoop Holiday Campaign offers a digital alternative to the normal holiday card in true adidas style. We wanted to create a legitimate solution to Holiday gift-buying—using our diverse portfolio of adidas icons who resonate with all gift-givers, young and old. With our adidas take on a traditional Holiday story, we have created something truly funny and relevant, and using Facebook, offered consumers a way of sharing Holiday Spirit in way fit for 2012,” commented Christy Kilmartin, Brand Marketing Director, adidas AG.