Nederlands 
English Santa’s career switch
Santa’s career switch
Santa’s career switch
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.
Behind the scenes
TITLE
Quote
Website Campaigns case studies Website Campaigns case studies 100% 10 E4 "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 SEA Water "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."