Together with Universal Pictures and Illumination’s Dr Seuss’ The Grinch, Honda has decided to switch things up for this year’s holiday campaign, announcing that their annual sales event has been canceled.

Actually, the announcement was made by The Grinch himself, who went as far as to “take over” the automaker’s Twitter channel, sharing unhappy and “unmerry” comments using the hashtag #GrinchTakeover.

The fictional character, who made his first appearance all the way back in 1955, is also using Honda’s Instagram, Facebook, Snapchat and YouTube channels.

“As much of a cynical grump as the Grinch can be, we’ve got a hunch we can help him have a change of heart and save Happy Honda Day,” stated Honda marketing exec, Susie Rossick. “The Grinch is an iconic holiday character with a nostalgic appeal that entertains the whole family, and now he is putting a new spin on our Happy Honda Days sales event that is sure to break through the clutter of traditional holiday advertising.”

Fans of The Grinch can check him out in theaters, where he’s being voiced by Academy Award-nominated actor Benedict Cumberbatch (Sherlock, Dr. Strange, Avengers: Infinity War). The story is about a “cynical grump who goes on a mission to steal Christmas, only to have his heart changed by a young girl’s generous holiday spirit.”

As a marketing partner of the film, Honda’s campaign will also include two TV commercials, digital media, social media posts and additional NBC Universal custom content featuring the character.