Target's holiday campaign, conceptualized by creative agency Mythology, has taken a daring twist, giving Santa Claus a modern, "weirdly hot" makeover that has social media buzzing.
The American retailer introduced a refreshed version of Kris Kringle, portrayed by actor Brent Bailey, in its new ad series.
Bailey, decked out in a fitted red sweater and khakis, steps into the role of “Kris K.,” a dashing Target employee.
Far from the traditional jolly old Saint Nick, Target's sleek and stylish Santa, who made his debut last month in a 30-second spot titled "Born to Be Kris" aptly soundtracked to Steppenwolf's "Born to Be Wild," captivated audiences.
The campaign quickly went viral, with Bailey's portrayal sparking admiration from fans who flocked to Instagram and YouTube to comment on his charm. The ad series has garnered over 7.2 million views on YouTube alone.
Fans are clamoring for more, flooding comments with requests for Bailey to appear at in-store events.
View this post on Instagram
Mythology, being a trusted creative agency, has delivered a standout concept in a season typically dominated by heartwarming, family-oriented commercials.
By reimagining Santa for a more modern, adult audience, the company has sparked conversations about creativity in holiday advertising.
While some argue that the updated Kris Kringle might not resonate with children, the buzz indicates Target’s gamble has paid off with widespread engagement and a refreshed brand image for the holidays.
Michael Melen, co-founder of SmartSites, believes that campaigns like this show that humor and creativity can connect businesses with younger audiences as long as they are authentic, relatable, and true to the brand.
"Target’s 'Sexy Santa' campaign is a great example of how humor and bold creativity can break through the noise and connect with younger audiences. It works because it feels fresh, relatable, and human.
But there’s a fine line to walk. Campaigns like this need to stay true to the brand’s core identity; otherwise, they risk coming off as gimmicky.
Authenticity is key — it’s what turns a clever idea into a meaningful emotional connection.
When done thoughtfully, it’s a win for both the brand and its audience."
Ho, Ho — Oh, Hello, Santa Claus
"Born to Be Kris" opens with Kris marking the first day of December on a calendar as a printer hums in the background, presumably churning out the names of all the good boys and girls.
He then drives off in his red jeep, adorned with a festive wreath on the grille, a Trees air freshener dangling from the rearview mirror, and a cheeky "SLEIGH" license plate.
Upon arriving at his destination, Kris adjusts his nametag with a confident smile before striding into Target, ready to spread holiday cheer.
The second spot, "He’s Hot, But These Target Turkey Deals Are Hotter," is set against a Thanksgiving backdrop.
It opens with a woman on the phone while shopping at Target, expressing disbelief that turkeys are priced at just $0.79 this year.
Enter Kris, who approaches with a knowing smile and quips, “Let me guess, you don’t believe in Santa either, do you?” He reassures her the turkey deals are no myth, placing his hands on the case and magically frosting it over.
As she returns to her call, the woman marvels, telling the person on the other end that Santa was there, and he was “weirdly hot,” closing the commercial.
Target’s third commercial highlights "Black Friday Deals" with a playful twist, opening with Kris strolling through the store alongside coworkers, casually bicep-curling a small Christmas tree.
With his signature enthusiasm, Kris explains how he’s “getting in shape” to prepare for the upcoming Black Friday rush, eagerly sharing his excitement about delivering presents — all around the store.
Kris then asks a coworker to snap a picture. The coworker, donning his Meta sunglasses takes a photo, with the spruce tree lighting up.
Amazed, the coworker takes the spruce, with the lights turning off, to his disappointment, closing the spot.
Target’s fourth ad featuring Kris, titled "Blind Sniff Test," is a quick and quirky 15-second ad.
It shows Kris blindfolded by two female coworkers as they challenge him to identify different beauty products by scent. To their amazement, Kris guesses each one correctly with ease.
Overjoyed, he enthusiastically shouts, “Sleigh!” and raises his hand for a high five — only to realize his coworkers have already walked away, giving himself a high five instead.
The fifth ad, "Bigger Sleigh," features Kris walking outside with a coworker, chatting about the exciting deals coming up for Cyber Monday.
When the coworker jokes that Santa might need a bigger sleigh, Kris grins and enthusiastically replies, “Yeah, I am.”
The coworker gives him a puzzled look, prompting Kris to awkwardly cover his slip-up, saying the red jeep in front of them isn't his car and that he doesn’t even remember where he parked.
Kris presses the button on his key fob, only for the jeep to beep loudly, ending the spot.
Target's sixth spot, "The Gift That Keeps on Giving," shows Kris feeding a deer an apple and talking about how much he loves the holidays.
He hilariously says that Target giving 10% discounts on their gift cards is like "giving a gift to gift-givers giving gifts," like a new tongue twister.
Kris takes a bite of his apple, musing out loud that "he loves gifts."
The commercial concludes with an announcement that gift cards are 10% off on Saturdays and Sundays for customers with a Target Circle membership.
Target’s latest spot, "Check It Twice," opens with Kris meticulously going over his list. Suddenly, he exclaims, “Put me on the naughty list, this has never happened before!” as he realizes he’s missed a child’s present.
Turning to the audience with confidence, he says, “This is exactly why I have Target 360.”
Kris takes a swig of milk, only to spit it out in excitement when the doorbell rings. “It’s here!” he shouts, sprinting to the door.
He flings it open to reveal a delivery of Christmas presents, all from Target.
With Christmas just around the corner, brands are ramping up their holiday messaging.
Gabriel Shaoolian, founder and CEO of Digital Silk, highlighted what other businesses can learn from this campaign:
"Target's bold reimagining of a classic icon teaches brands the value of staying culturally relevant while respecting tradition. By blending nostalgia with modern sensibilities, they captured public interest and sparked conversation. The lessons here are clear: embrace creativity, understand your audience, and don’t shy away from adding a fresh twist to familiar narratives."
In a previous campaign, Airbnb spotlighted Santa in its first-ever Christmas ad, emphasizing how “some trips are merrier” in a rented home instead of in a hotel room.
