I came across this ad for Unicef in Sweden on Ad Week: www.youtube.com/watch?v=ZF3Aqdbruy8
It’s made by Swedish agency Forsman & Bedenfors, and is obviously intended to shock.
We see a cuddly, red-cheeked, stereotypical Santa Claus sorting out a miscellany of presents for people, full of good cheer – until he comes across a gift of medical supplies, presumably destined for a recipient in a third world country. Santa’s mood changes immediately, and he declares, “I don’t do poor countries”. The ad ends with a line from Unicef: “We go where Santa doesn’t”.
It’s quite a shocking piece of communication, using the iconic Christmas character in a very atypical way. But I guess that’s the point – getting an unambiguous message across that the Christmas spirit should extend beyond friends and family in the rich developed countries. It’s a powerful way to bring the reality of poverty home to those of us that can afford to give.
It’s certainly using ‘Brand Santa’ in a very unexpected way. But if it encourages donations I have to vote in favour.
Just as long as it is only aired after the watershed!
Social tagging: Branding > Philanthropy > social
I had the same reaction to the ‘Game on Santa’ commercials from Best Buy this season! Instead of making Santa seem cold hearted they made him seem inept as a gift giver. I’m not sure that empowering a key audience groups by undermining one of the most popular holiday icons is the right approach to stimulating seasonal shopping. Everyone is responsible for maintaining the Santa Clause brand, if companies start to undermine the magic and mystery that is Santa we are in for a blue Christmas without him.
I for one am still looking forward to the present Santa leaves under my tree this year!
I really like this ad, it differentiates from the rest of all Christmas ads and that’s what makes it so great. It goes straight to the point.