Santa is fat. He’s always been fat. It’s what makes him jolly.
That is, until he discovers his “jolliness” won’t fit into a new red new Audi R5 Sportsback coupe. It’s the same feeling when those pants “shrunk” or your shoulders suddenly got too broad to button your blazer.
Instead of drowning his woes in more milk and cookies, Santa makes a life decision – he puts down the cookie, wipes the crumbs from his beard and begins to work out.
This amazing new online video from San Francisco-based M/H VCCP and directed by MJZ’s Craig Gillespie, has us follow Santa as he goes on a new health regimen. He boxes. He runs. Father Christmas does sit-ups. It’s painful, but Santa has drive. He even passes up cookies for broccoli, jumps rope and trims his grand beard. HIs reward besides lower cholesterol and a probably a better sex life (Mrs. Claus looks more and more amorous as Santa progresses) is a shiny, red Rudolph.
Of course not, it’s a shiny red Audi RS 5… hauled by reindeer. Audi’s tag: “Progress is writing your own story.” Watch the nearly 4-minute video below:
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In a quote to Campaign Live, Loren Angelo, vice president of marketing for Audi of America, said: “For our holiday story this year, we wanted to take a new look at classic traditions. Even a beloved character like Santa Claus deserves the opportunity to modernize to take on the spectacular Audi RS 5 Sportback driving experience.”
I love this spot. Not just for the comedy of seeing Santa jog across an icy tundra or seeing him box with an brutal elf trainer. No, what the creatives at M/H VCCP (can you add any more initials?) and Gillespie have accomplished through gorgeous film and crisp sound, is a short film that not only is playful, but emotionally moving.
It speaks to middle-age and older that you can reinvent yourself. Even if it’s for an Audi Rs 5, who is to argue with getting a little healthier?
And that’s why this is our “REEL AD OF THE WEEK.”
Credits
Client – Audi
Agency: M/H VCCP
Joel Kaplan – Executive Creative Director
Mike Gallagher – Senior Copywriter
Nicole Van Dawark – Senior Producer
Lexi Alaga – Associate Producer
Julie Petruzo – Director of Business Affairs
Arthi Veeraragavan – Director of Analytics
Jessica Bedussi – Senior Social Strategist
Jessica Gaylord – Community Manager
Henry Fernandez – Account Director
Margaret Furth – Account Director
Mikaela Kearns – Account Supervisor
Emily Menken – Account Manager
Production Company: MJZ
Director: Craig Gillespie
President: David Zander
Executive Producer: Emma Wilcockson
Line Producer: Debbie Tietjen
International Production Services: Bohemian Pictures
Producer: Sherry Baumgart
Production Manager: Daniela Buzgova
Production Coordinator: Lucie Vaskova
VFX: Eightvfx
Executive Producer: Shira Boardman
VFX Supervisor: Marc Demmer
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
