Poor Santa. All he ever gets on Christmas Eve, house after house, all night long, are cookies. That sugar-overload has become a nightmare. He imagines he is under attack by gingerbread men. Rethink’s first work for Frito-Lay plays with a Christmas tradition and wins. Santa’s relief at finally getting a savoury snack is palpable and the whole idea is deliciously humorous.
“This campaign started with one simple idea, What if Santa wanted an alternative to cookies?” stated Jess Spaulding, chief marketing officer at Frito-Lay parent, PepsiCo Foods Canada. “That inspired us to think creatively about how Santa could speak for every Canadian who finds themselves wishing for a bowl of chips over the traditionally sweet holiday season.”
The campaign began with Santa letters in The Globe and Mail, Toronto Star, Vancouver Sun and Montreal Gazette.
The 60-second spot was directed by Scouts Honor director, Mark Zibert. The attack of the gingerbread men sequence was created by Tantrum.
