Target’s New ‘Hot’ Santa, Kris, Debuts in Cheeky Holiday Ads

Target appears to be putting an entirely different spin on its seasonal advertising to close out 2024, focusing on ads featuring a “weirdly hot” Santa to drive attention to its brand.

According to Retail Dive, Kris from Target — a handsome, muscular take on the more traditional Santa Claus figure — is central to the company’s marketing strategy for Black Friday, Thanksgiving, and beyond.

Santa’s Got a Whole New Bag (and a Souped-Up Ford Bronco for a Sleigh)

The initial ads released by Target — titled “Born to Be Kris” and “He’s Hot, But These Turkey Deals Are Hotter” — both represent a tongue-in-cheek marketing strategy in advance of the holiday season.

The first spot sees Kris casually strolling through a decked-out home while whistling “Jingle All the Way,” then emerging from his garage in a lifted Ford Bronco bearing a license plate reading “SLEIGH.” Steppenwolf’s “Born to be Wild” backs the action as he rolls up to an idyllic, snow-flecked Target location, adjusts his “Kris K” Target employee nametag, and heads to work.

In the second, shorter spot, a customer gushes over Target’s $0.79-per-pound turkeys. When offered a bit of assistance from Kris, the impressed customer — while on the phone with a friend or relative — exclaims “It’s Santa Claus! And he’s weirdly hot.”

According to Target, Target Creative partnered with Mythology to produce the ad concept, with EssenceMediacom providing media support.

Target Switches Gears for Second Holiday Marketing Campaign

While an earlier holiday marketing campaign doubled down on brand building via a more traditional, family-centric aesthetic, this time around Target is seeking to stand out among competitors while also paying respect to its dedicated front-line staff.

Describing Kris as “joyful, helpful, optimistic — characteristics that embody the brand,” Target EVP and chief marketing officer Lisa Roath told Adweek that his purpose was to highlight products and deals while also offering customers assistance with “the various missions they need to accomplish.”

“He has that witty edge, and he’s roguishly handsome. He represents our incredible team members, who are the heroes during the holidays and beyond,” Roath continued.

Target plans to roll out a total of nine Kris spots, in both English and Spanish, on television, social media platforms, and streaming services.