The holiday season is not just a time for celebration and family gatherings; it is also one of the most intense periods for advertising. Brands, fully aware of the emotional power of this time of year, roll out their most creative strategies to connect with audiences, evoke nostalgia, and reinforce their market identity—just like Target did by reimagining Santa Claus, sparking countless comments from women.
Consumers today are not just looking for products; they seek experiences that resonate emotionally. According to a recent Kantar study, 70% of respondents stated that brands generating emotional impact are more likely to be remembered and preferred.
In this context, Christmas, with its inherent emotional charge, becomes the perfect stage for such strategies.
Target’s New Take on Santa Claus
Target has given Santa a playful seasonal makeover in a series of new and entertaining holiday ads, melting hearts everywhere. The retail chain chose dashing male model Brent Bailey to portray Santa Claus. Eschewing the traditional Santa suit, this muscular version dons a fitted red sweater.
In the ads, Bailey plays a Target employee who goes by “Kris K.” The first of nine planned commercials premiered last week. In it, Bailey drives a cherry-red Ford Bronco adorned with a personalized license plate that reads “SLEIGH,” all while “Born to Be Wild” plays in the background.
In another ad titled “He’s good, but these Target turkey deals are better,” which has garnered 5 million views, a shopper calls him “oddly good-looking” while picking out a $0.79-per-pound turkey ahead of Thanksgiving.
In a third clip, the sexy Santa is seen doing bicep curls with a small tree while moving through a Target store.
Lisa Roath, Executive Vice President and Chief Marketing Officer of Target, described this reimagined Santa Claus as “jolly, helpful, and optimistic—qualities that embody the brand.”
“He has a clever touch and is charmingly attractive,” she said. “He represents our amazing team members, who are the true heroes during the holidays and beyond.”
On social media, viewers admitted to feeling “drawn” to this bold reinvention of Santa Claus, praising Target’s casting choice and jokingly hoping to land on the “nice list” this year.
Comments like “Where can I get pictures with THIS Santa? I’d love some,” “Whoever is in charge of marketing deserves a raise,” and “No wonder that kid caught Mommy kissing Santa Claus,” are flooding social media. Others joked, “Target is giving us what we didn’t know we needed this holiday season” and “Target’s sexy Santa—not your mom’s Santa!”
Campaigns Beyond Target
Target is just one example of how brands are unveiling their holiday campaigns this season. Another recent buzzworthy case was Coca-Cola’s campaign, created using Artificial Intelligence (AI), which left many consumers unimpressed.
This year, holiday ads are evolving to deliver more than just sales pitches. They focus on narratives that appeal to universal values such as unity, gratitude, and solidarity. From grand cinematic productions to minimalist content, campaign creativity has found new ways to surprise and move audiences.
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