‘Awaken the Santa Claus in you’ is directed by Pontus Lwenhielm, from Pulse Films
Coca-Cola evoked the figure of Santa Claus in its Christmas campaign this year. ‘Awaken the Santa Claus in you’ is the name of the brand’s action, which will be in 34 countries in Latin America, including the Caribbean.
According to the advertisers, ‘Santa Claus’s iconicity serves as a symbol of kindness, generosity and goodwill’.
Furthermore, the brand explained that it has a long-standing relationship with the figure of Santa Claus. In 1931, the brand commissioned images of Santa Claus from Haddon Sundblom, an illustrator from Michigan, that would be used in new Christmas advertisements.
The advertising film ‘Awaken the Santa Claus in you’ is directed by Pontus Lwenhielm, from Pulse Films.
Caravans
The Coca-Cola Christmas Caravans are also back, the idea of which is to cross the cities of Brazil with the brand’s illuminated trucks holding events.
The aim of this action, according to Coca, is to encourage all participants to embrace their ‘inner Santas’, a central theme of the Christmas campaign. For almost three decades, since they first turned on their lights in a television advert in the mid-1990s, the Christmas Caravan trucks have been ‘icons of the Holidays around the world’.
