Santa

The assignment

The holiday season puts more devices and appliances into more homes than any other time of year. The opportunity was to make protection feel relevant in the moment of gifting—without losing the warmth, humor and wonder people expect from a holiday campaign.

The approach

We used Santa as the campaign’s knowing guide: a character who understands the excitement of holiday wish lists as well as what happens after the gifts arrive. That familiar point of view gave us an immediate route into product benefits without turning the work into a traditional protection-plan explanation.