Santa’s career switch – now a SEA Water ambassador

22 Dec 2025

From the North Pole to Amsterdam North

In our newest Christmas campaign, we explore what happens when Santa gets replaced by AI… After years of working for one of the most iconic soft drink brands in the world, his services are no longer needed. Instead of fighting the change, Santa embraces it - and ends up switching brands. He is now a SEA Water ambassador, and the new life comes with some adjustments.

The switch came at a time when AI took over Christmas advertising, sparking industry-wide debate around creativity, authenticity, and what still needs a human touch.

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As a Dutch brand, we felt we had to respond. For Santa, AI meant a forced career change. For us, it was a chance to tell a Christmas story that actually reflects the moment we’re in.

Jort Wildschut

CMO of SEA Water

The campaign is now available on all of our social channels.

See here