Target debuts ‘weirdly hot’ Santa for second holiday advertising push
Target’s “hot Santa” ad campaign demonstrates how retailers can harness cultural trends and tap into unexpected narratives to capture audience attention. By reimagining Santa Claus as a modern and attractive “silver fox” named Kris, Target leverages the cultural currency of thirst traps – designed to be both appealing and attention-grabbing – while infusing humor and relatability.
Target’s approach highlights the importance of standing out in a crowded holiday landscape. The only way for retailers to find success is by thinking outside the box, trading in traditional sentimental tropes for campaigns that generate buzz, spark conversations, and encourage sharing and engagement. In Target’s case, the creative campaign worked – generating tweets in the vein of “Target has the hottest Santa I’ve ever seen in these commercials,” and “Being attracted to the Target Santa was not on my 2024 Bingo Card.”
The barrage of self-aware and over the top holiday specials on The Hallmark Channel and Netflix indicate the consumption behavior of wider audiences during the holidays, and Target’s ad campaign certainly plays into this. By leaning into irreverent humor and cultural relevance that millennial and Gen Z audiences respond to, the brand has found a certain level of resonance; through integrating Kris as a Target team member, the campaign also underscores the brand’s celebration of its employees.
That being said, retailers adopting similar strategies should ensure that efforts align with their brand identity while remaining sensitive to wider audience expectations. Campaigns like Target’s prove that by tapping into trends creatively and responsibly, brands can foster strong emotional connections and buzz.
Coca-Cola causes controversy with AI-made ad
What does it mean to pay tribute to something? For this year’s holiday ad, Coca-Cola released the much-maligned, AI-generated kinda-sorta tribute to their classic Holiday commercial. Much has been made about the genAI issues in the spot, which is more of a function of the technology of the moment and less a statement about AI in general (make this spot in 3 years and the issue probably goes away). But what I do think this moment marks is the beginning of the end of “but with AI.”
In the last year we’ve seen lots of brands do film, activations and such that are carbon copies of previous work or minimum-thought campaigns that only garner attention because they used AI. That’s not going to cut it anymore. In 2025, when we are used to the idea of AI generation, brands are going to have to emphasize storytelling and connection as much as the use of new software. Why create this? What does the use of AI give you? What are you trying to tell the audience? This stuff matters and if you ignore it and point to a big sign that says “AI!” – well, you’ll just be the next Coca-Cola. Happy holidays!
Disney’s holiday film introduces an unlikely dynamic duo: A boy and his octopus
Disney took its short film success and turned it into a heartwarming holiday campaign to drive brand awareness across its retail and streaming businesses. In A Boy and His Octopus, a young boy meets an adorable octopus who dreams of experiencing life on land. After attaching itself to the boy’s head, the boy and his octopus experience the joy of the holidays – playing together, visiting a holiday market, watching holiday films – all to the soundtrack of The Little Mermaid’s infamous “Part of Your World.” The cherry on top? The duo successfully hatches a plan for the octopus to ride on Santa’s hat, bringing to life its dream of seeing the world.
A Boy and His Octopus is a prime example of Disney doing what Disney does best: Making audiences feel something. Whether it be nostalgia through classic character cameos or magic in the form of bringing dreams to life, the campaign emotionally resonates with Disney fans old and new. It makes adults want to gather for a Disney+ movie marathon and parents buy Disney swag for their kids to unwrap. Instead of telling you what you should buy and why, Disney simply reminds viewers that the most magical time of the year is upon us and there is no better brand to interact with than the OG magic maker itself. And with Taika Waititi’s filmmaking brilliance at the helm, good luck watching it without tearing up.
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