Into the Library with Santa Claus
When it comes to advertising, you don’t get more prolific than Santa Claus. Each year, an agency might hope to put out one, two or (if they’re lucky) three good holiday campaigns, but every year there are dozens of ads starring Father Christmas. Luckily they don’t tend to interfere with the day job - most Christmas ads are shot months in advance - and, with his magical abilities to manipulate time, he manages to pack a lot into his schedule.
And this isn’t a recent development - the Big Man has been appearing in marketing since the 19th century. And then there’s perhaps the most enduring brand-influencer relationship in history, the partnership with the Coca-Cola Company which kicked off in 1920.
This festive season, we’re delighted to take a trip into the advertising archive with Santa himself to find out how he brought Christmas advertising to life.
My Hats Off to the Pause that Refreshes
[By artist Haddon Sundblom]
I’d been in ads before but this iconic 1931 Coca-Cola campaign, Thirst Knows No Season, is the one that kicked my marketing career into overdrive. Credit has to go to artist Haddon Sundblom who really caught my best angle. It was pretty warm in the studio, as you can tell from my rosy cheeks! This wasn’t actually my first foray with Coca-Cola, but previous campaigns made me look a bit more impish and scruffy - Haddon, though, he really got me and this was the start of a 30 year creative collaboration between the two of us, and a relationship with the brand that lasts to this day. I definitely appreciate the caffeine on Christmas Eve.
Almosafer- As Far As I’ll Go
Oh, I don’t just do Christmas ads! In 2019 I was invited to take part in this Ramadan campaign for a travel platform, Almosafer, and I jumped at the chance. After all, the spirit of generosity and love are universals and strategist and director, Tahaab Rais’ vision of openness and empathy was something I could very much get behind. We went to Georgia to shoot this one - I try to keep film crews away from the North Pole if I can, the elves get awfully distracted and Mrs Claus keeps trying to get in every shot - and had to cover 100 shots in 48 hours. Thankfully I also had a wonderful co-star.
Don’t get me wrong, I love the North Pole, but there’s only so much hygge a chap can take. So when the good boys and girls of ALDI Australia and BMF invited me to brush off my synchronised swimming skills for this Southern hemisphere Christmas ad, I was on it like an elf on candy cane. Packing extra factor 50, of course.
Auchan Noel
Mrs Claus loved this one - who knew that Salty Seadog Santa was her type? If she’d seen me being sick over the side of the boat between takes, she might rethink that. But this French supermarket was a great opportunity to showcase my outdoorsy side, even if I never quite got my sea legs.
In 2016, it was Mrs Claus’ chance to shine. Between the snowmobile and the helicopter, she’s always been a bit more modern than me - she doesn’t think that one’s mode of transport should smell of damp reindeer in the 21st century. This one was directed by Tom Hooper - that fella who won an Oscar for 'The King’s Speech' and it was dreamt up by the team at RKCRY&R which, err, well, I lose track of these things - I think it’s called VML now?
I’m not sure what she meant about the mince pie comment, I’m sure.
Orange - Got Him!
Christmas ads are usually supposed to be heartwarming but this one was like filming a horror movie. It’s the stuff of nightmares, getting caught in the act on Christmas eve - it’s never happened yet, but I’ve had a few close calls, I can tell you. Director Jeff Low really put me through my paces - I’m not usually one for stunts.
Posten - When Harry Met Santa
As Santa, I’m more than a man, I’m an idea - and an idea with many different sides to it. So when Norwegian agency POL and brand Posten came to me with this idea I thought it was high time that I share with the world my queer side to show, when it comes to ‘Goodwill to All Men’ I mean it.
ALDI - Christmas Launch Advert 2020
I don’t often get star struck, but whenever I do an ALDI ad with Kevin the Carrot, I just lose all of my composure. Of course, he’s always got a huge entourage around him, so there’s not much chance to ‘hang out’ on set together but he’s surprisingly down to earth and VERY funny.
Marks & Spencer - Paddington and the Christmas Visitor
That’s not actually me in this 2017 Marks and Spencers Christmas ad - I would never risk the Santa brand by associating with Burglar Bill. But I’m good friends with Paddington Bear and when I mentioned I was doing this interview, he asked if I could squeeze it in. Well, he is on the nice list.
Manor - Special Christmas
You’d think that, thanks to artificial intelligence, incidents like this have become a thing of the past but every year the elves and I always find ourselves doing our best Sherlock Holmes impression… So we had lots of inspiration to share with the team at BETC Paris and Passion Paris for this madcap tale.
Australia Post - Nick the Intern
This one really took me out of my comfort zone - doing deliveries using mailboxes? Not chimneys? I wasn’t sure about this one, but I have been known to spend a PJ day binging re-runs of Undercover Boss, so I thought, why not? The team at the Monkeys and director Tony Rogers made sure nothing got too out of hand - and the good thing about filming Australian Christmas ads is that I don’t need to spend the shoot knee-deep in snow!
Sainsbury’s - Nicholas the Sweep
In 2019, I had been planning to reveal all about my Dickensian childhood in a tell-all celebrity biography, but instead, I turned it into a Christmas ad with British supermarket Sainsbury’s. Any similarity with Oliver Twist is, ahem, purely coincidental.
Tesco - No Naughty List & This Christmas Nothing’s Stopping Us
During the covid 19 pandemic, I was in high demand. I suppose brands thought I was a reassuring presence. Tesco and BBH London asked me to scrap the naughty list in 2020, I really didn’t know if I was opening the floodgates to pure chaos. The following year the cheeky blighters even joked that I could be quarantined - but let it not be said that Santa can’t take a joke at his own expense.
ICRC - The One Present Santa Can’t Deliver
Now most of these ads are lots of fun but lots of girls and boys don’t get to enjoy a safe and magical Christmas, which is why this Red Cross film from adam&eveDDB and director Gary Freedman was so important.
Irn-Bru - Snowman: The Sequel
Of all the ads I’ve done, this was possibly the most dangerous. Flying through the Scottish skies in kilt-jings! Right up the nutcrackers. Thankfully, the editor was on my side. For the sequel to the Irn-Bru Snowman ad I headed to Scotland for a shoot that took us over Glasgow, Edinburgh and Dundee. And I think I rather suit a Tam O’Shanter.
PostNord - Tomten
Brown just isn’t my colour - what can I say, red just sets off my rosy cheeks. So this Christmas ad for PostNord really wasn’t the most flattering. But my elves are far better suited to toymaking than being posties! A very stressful day’s shoot!
ALDI Australia - Santa Crashes Christmas
Another ALDI Australia ad - this one was an incredible, memorable shoot in the Australian outback, which is one of my favourite places on earth. Although, as you can see, I was also feeling quite frazzled!
Dairy Farmers of Canada - A Glass for Santa
Depending on where I am in the world, I’ll find either a glass of milk and a cookie, or a sherry and mince pie as I go about my business on Christmas eve. In some cases it’s a can of Tennants Extra, and, well, it would be rude not to. But did you know that all that milk does more than just keep up my calcium levels?
Frito Lay - Share More Joy
Talking of cookies, yes, North America has something of an obsession. I eat so many that I think I could make a good Paul Hollywood replacement if the 'Great British Bake Off' ever needs one. So this Frito Lay ad from Rethink was, I have to say, pretty cathartic to shoot.
McDonald’s - #ReindeerReady
If Christmas is hungry (and thirsty!) work for me, just imagine what it’s like for my reindeer gang. For this British McDonald’s ad from Leo Burnett, it was all I could do to stop Donner and Blitzen to stop mugging for the camera. They’re good lads but they’re simply not professional actors.
Greenies - Stuck
Never work with children and animals, they say. Well, the kids are usually asleep when I make my deliveries but I’ve had to negotiate with a few vigilant watchdogs in my time. This little fella was a delight and, let me tell you, dogs have nothing on slobbery reindeer kisses.
Duracell - Bunny Saves Christmas
Unlike the rest of the reindeer, Rudolph’s much more used to the spotlight, if you’ll, ho ho, pardon the pun. This spot from Wunderman Thompson and The Mill starts off with a fairly dramatic sleigh crash - and I’ll have you know that Santa does all his own stunts.
Coca-Cola - The World Needs More Santas
I’ll finish where I started. This year’s Coca-Cola Christmas ad from WPP’s OpenX was a lot of work - when you’re playing every single character on screen, that’s a lot of set up and green screen work. Thankfully I didn’t have to worry about costume changes. And I have to say I heartily agree with the premise - if the world had more Santas, maybe I’d get next year off.
Ho! Ho! Ho! Look after each other and remember you’re never too old to get put on the naughty list!
