Ludacris’ original alias was Kris Kringle. As a budding lyricist, he would use the name to pen Christmas-themed raps. Though he changed the name a long time ago, a new collaboration with Mercedes-Benz has him returning to his festive roots with a content series created by Merkley+Partners, part of Omnicom’s team x.

Prior to the release of the series, the automotive brand teased Ludacris’ involvement with short videos, one of which featured a bejeweled microphone Christmas ornament and the longtime brand ambassador’s instantly recognizable voice as narrator. Ludacris plays himself as he stands in for Santa, who is under the weather and unable to carry out his holiday duties. Sporting his own, more modern version of the red suit, Luda is determined to bring his own Atlanta flair to the most important job at the North Pole.

The series, which launched on Dec. 19 runs until Dec. 23, supporting Mercedes-Benz’s Holidays With Love campaign, now in its third year. The brand kicked off this year’s effort with a TV spot titled “Substitute,” which continues the narrative of an out-of-commission Santa by showing Mrs. Claus as she prepares to deliver the gifts while her sick husband stays in bed. A second installment of the spot will launch on Dec. 26, continuing the story.

 

 

In addition to supporting the annual holiday campaign, the series is also connected to Mercedes-Benz’s “12 Days of Christmas” initiative, which sees Ludacris, along with 11 other brand ambassadors, donate Mercedes eSprinters to the nonprofit organizations of their choice. As a nod to this, one of the series installments shows the rapper pulling a giant green bow out of the back of his Maybach and placing it on an eSprinter. Ludacris will be gifting the vehicle to The Ludacris Foundation, which aims to improve the lives of urban youth and families. Other ambassadors gifting vehicles this year include Martha Stewart, Lucy Liu and Tracee Ellis Ross.

 

 

“It’s one thing to talk about giving back, but it’s another to show up and provide real tools that can change the game for an organization,” Ludacris said in a statement. “I’m honored to be a part of this initiative, giving an eSprinter to The Ludacris Foundation so they can continue to do their incredible work in my community.” S: Campaign Live