Before he became the Grammy-winning hip-hop icon known as Ludacris, Chris Bridges once flirted with a far more festive alter ego. Early in his career, the Atlanta rapper briefly went by “Kris Kringle,” using the name while writing Christmas-themed raps. That long-retired alias is getting a holiday encore thanks to a new Mercedes-Benz content series that puts Ludacris in Santa’s boots, modernized, of course.
Created by Merkley+Partners, part of Omnicom’s team x, the campaign casts Ludacris as himself, stepping in for an under-the-weather Santa who’s unable to deliver gifts. Wearing a sleeker, Luda-approved spin on the classic red suit, he brings Atlanta swagger to the North Pole, determined to keep Christmas on track.
Ahead of the full rollout, Mercedes-Benz teased Ludacris’ involvement with short videos, including one featuring a jeweled microphone Christmas ornament and his instantly recognizable voice. The content series launched December 19 and runs through December 23, supporting Mercedes-Benz’s Holidays With Love campaign, now in its third year.
The broader holiday effort began with a TV spot titled Substitute, which imagines Santa sidelined while Mrs. Claus prepares to take over gift delivery. A second installment is slated to debut on December 26, continuing the story. Watch below:
Beyond festive storytelling, the campaign ties into Mercedes-Benz’s annual “12 Days of Christmas” giveback initiative. Ludacris and 11 fellow brand ambassadors are donating Mercedes eSprinters to nonprofit organizations of their choosing. In one installment, Ludacris pulls a massive green bow from the back of his Maybach and places it atop an eSprinter destined for The Ludacris Foundation, which focuses on improving the lives of urban youth and families.
Other ambassadors participating 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.”
Bottom line: Santa called in sick, Ludacris clocked in, and Mercedes-Benz turned a holiday handoff into a slick mix of star power, storytelling, and real-world impact. Christmas, but make it ATL.
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