Behavior outlined that borders on the totally inappropriate may have earned you a lump of coal in your vacation sock in recent years. Examples of this: Lie to your roommate to have some time to yourself, or in extreme cases, fake a wedding just to collect the presents.
But since this is 2020, many sins are forgiven. At least according to a cocktail-drinking Santa Claus who not only looks away, but is also happy about your misdeeds.
This preppy gentleman stars in a seasonal campaign for Virgin Hotels entitled “You Were Good Enough”. Secondary, even more catchy slogan: “Fuck naughty or nice!”
The series of 15-second vignettes by Joan Creative shows this not entirely holy Nick reading through lists of gimmicks and pardoning any wrongdoer. (He’s not the first Santa to make exceptions in 2020. UK retailer Tesco recently launched a campaign announcing that there will be “No Naughty List” this year.)
“Everyone’s had a rough year so we wondered why we shouldn’t try brightening it up with a little cheeky virgin,” said Doug Carrillo, CMO of the boutique chain that offers 35% off stays at Virgin’s Dallas and Dallas hotels Nashville from now until January 3rd.
And maybe following the rules is overrated?
“We wanted to rebel against the age-old tradition of being rewarded during the holidays for making Santa’s ‘nice list’,” said Mica Gallino, Joan’s creative director. “Our goal was to turn Christmas norms on their heads in a very virginal way and hopefully inspire people to gift themselves this year.”
Chief Marketing Officer: Doug Carrillo
Agency: Joan Creative
Managing Director: Lisa Clunie
Chief Creative Officer: Jaime Robinson
Executive Creative Director: Dan Lucey
Managing Director: Sarah Collinson
Director of Creative Services: Becca Patrick
Head of Strategy: Chris Turney
Creative Director: Mica Gallino
Junior Copywriter: Matthew Eckrich
Account Director: Katie Persichilli
Account Manager: Raelyn Martin
Senior Strategist: Hannah Lewman
Junior Designer: Kirk Ladies
President: Daniel Marin
Producer: Eric Davies
Directed by Blaise Cepis
Editor: Oliver Rivard