Santa Ads: Just Too Many?

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By: Len Kornblau

I love ads with Santa. Don’t you? How could we not?

I have a cousin who looks just like him. Doesn’t everyone? Almost everyone?

The problem is the poor fellow is overused on TV ads. We know his connection to Coca-Cola, hence the red suit and white beard. But can there really be a viable connection to other brands?

Chevy uses him sans suit as a salesperson at a dealership. How many folks get Chevys for holiday gifts? How many even WANT Chevys as holiday gifts?

And let’s not forget the implied gift of Lexus cars with bows on them. I might be happy to receive a Lexus as a holiday gift, but the big red bow kills it for me.

Santa really should be for kids only and not tied to a particular gift or brand. It just ruins the image. And it says, quite clearly, that neither the brand nor its agency has a better idea to help raise awareness of the product. And that is sad.

Actually, it’s pathetic.

It’s time to keep holiday ads festive and leave the old boy out of it. Let him be a symbol for kids, not a shill for brands.

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About the Author

Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.

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