Santa Claus' personal brand, as a modern marketer might say, involves having a round belly and a messy grey beard. It is who he is -- and has been this way since Coca-Cola helped popularize the modern version of Santa in the early 20th century.
But the Father Christmas takes on a modern look in a new Audi ad that shows him shedding pounds when he endures a bit of a mid-life crisis after realizing that he can't fit into a sports car at his current weight. The online-only video, by M/H VCCP (formerly Muhtayzik Hoffer) and directed by Craig Gillespie, plugs the new Audi RS 5 Sportback coupe.
Santa catches a glimpse of the car while munching on cookies inside a living room on Christmas Eve. Back at the North Pole after his big day, he begins a workout regime that is painful at first. Pretty soon, he is boxing with elves, jumping rope, doing sit-ups and even passing up cookies in favor of broccoli. He even trims his beard (gasp). His reward, besides lower blood pressure, is a shiny red RS 5, hauled in by reindeer, of course, which he takes on a joy ride through the snowy North Pole terrain. Audi's kicker: "Progress is writing your own story."
Santa's weight is not a new topic, of course. For instance, in 2014 CNN article asked the question, "Should Santa Claus still be fat?" The story featured a contestant on "The Biggest Loser," who pledged to continue working as a professional Santa Claus, even after shedding 88 pounds. "The world is going to have to change their acceptance of what Santa looks like," said the contestant, Roy Pickler. "Santa is a role model, and kids don't want to have a role model that's fat."
