Cordozar Calvin Broadus Jr.—better known to most people as Snoop Dogg—is a busy man.
When he’s not talking cooking with Martha Stewart on their new VH1 show or taking a break to shoot a T-Mobile Super Bowl ad, he’s making cameos in dystopian art-house brand films promoting Adidas’ Originals sneaker line.
Sunday night’s Grammys broadcast saw the debut of a brand new Originals ad that doubles as a Snoop music video. It effectively extends his cameo in the earlier spot with a remix of the Frank Sinatra classic “My Way” that both traces Snoop’s own rise and continues the sneaker brand’s “Original Is Never Finished” campaign.
Adidas Originals global agency of record Johannes Leonardo created the film.
Viewers who weren’t overwhelmed by the video’s sensory onslaught may have noticed that Snoop spent the majority of the track rapping about his own career while dropping more than enough Adidas references to satisfy his contract. The video also included key imagery like a recreation of the cover of his first solo album, 1993’s Doggystyle.
The multimedia campaign from Adidas Originals also includes a second video in which up-and-coming hip-hop artists Desiigner and MadeinTYO offer their own take on the Sinatra classic. (The former was nominated for Best Rap Performance but lost out to Best New Artist winner Chance the Rapper.)
Before the Grammys aired, Adidas Originals led a sponsored Twitter takeover featuring teasers for the new songs before debuting them in full on the social platform.
“As a brand we believe in creative freedom and are always challenging ourselves to push the bounds,” said Adidas Originals and Core vp of global communications Alegra O’Hare in a statement. “The decision to recreate our very own campaign film, just weeks after it debuted, and launch two new re-imagined videos via social media just felt right.”
Both videos include a great deal of the same borderline apocalyptic imagery as the earlier spot did. “After opening the conversation with our recent campaign film, we are looking to continue challenging our audience’s idea of originality,” said Johannes Leonardo creative director Matthew Edwards, who helped lead the project. “By remixing, hacking and handing over our film’s song, we put the power into the hands of the creators, in an ongoing process to prove that original is never finished.”
But what does Snoop himself have to say about the project?
“I’ve been doing things my way from day one–A1 to Day One–and doing things my way is the only way,” he said, adding in reference to reworking a song originally released in 1969, “You need to be connected to the record and give it a second life, and extend the music from its original form.”
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