Holiday cheer is fluttering through the air at Target this Christmas season, thanks to their fresh and trendsetting advertising campaign featuring none other than Santa Claus himself. But forget the classic image of Santa, with his round belly and jolly laugh; Target’s new iteration of Kris Kringle is turning heads for entirely different reasons. Enter Brent Bailey, the charming male model and actor who dons the title of 'Kris K.' He's not your average Santa; he's been dubbed the 'weirdly hot' Santa, and the internet is absolutely enamored.
Target's holiday marketing push, which kicked off on November 17, features nine advertisements highlighting this modern Santa character, uniquely portrayed by Bailey. Kris K. is not just any holiday icon; he's painted as the ultimate team player at Target, embodying enthusiasm and holiday spirit like never before. From the outset, he’s introduced with flair. The first commercial, titled "Born to Be Kris," showcases him driving up to a Target store in a bright red Ford Bronco, complete with the cheeky hint of his festive license plate reading "SLEIGH." A classic rock anthem, "Born to Be Wild" by Steppenwolf, adds the perfect backdrop to his clever entrance.
Upon arriving, we learn from Target's playful branding, posted with the ad, about just how much Kris K. loves the holidays. The post reads, "Meet Kris, our newest Target Team Member. He loves the holidays as much as the next guy. Actually, way more than the next guy. Actually, way more than anyone we know. Actually, more than anyone anyone knows. But hey, that's not important. What is, is the shiny red Bronco and perfectly coiffed beard." This playful tone sets the mood and invites viewers to engage with the character's exuberance.
Next, viewers are introduced to Kris K.'s humorous personality. The second installment of the ad series features him interacting with customers, stealing the spotlight with his playful charm. One customer is overheard remarking on his hotness, saying, "He’s weirdly hot!" as they react to his unexpected athleticism when he’s seen doing bicep curls with a Christmas tree. Undoubtedly, this modern twist on Santa is stirring conversations and giggles everywhere.
The campaign appears to hit all the right notes, deftly blending humor, charm, and contemporary marketing. But who exactly is the man behind this new-age Santa? Brent Bailey isn't new to the screen; he's built quite the impressive résumé, gracing our screens with roles on shows like "N.C.I.S," "Criminal Minds," and "Lucifer," among others. With nearly 150 commercials to his name, Bailey brings not only star power but also comedic flair to this role. Target’s casting choice has garnered attention for its ability to breathe life and relatability back to the figure of Santa, who otherwise risks becoming lost amid the pressures of commercialization.
So, what's behind this bold reinvention? The marketing strategy is undeniably clever. Amidst the frantic holiday shopping season—which stretches from Thanksgiving through Cyber Monday and sees over 183 million shoppers hitting stores—the campaign steers clear of cynical traps by offering heartfelt, humorous content. Target’s Executive Vice President and Chief Marketing Officer, Lisa Roath, succinctly encapsulates how they see Kris K. embodying the spirit of the brand: "He has this witty edge, and he’s roguishly handsome. He epitomizes our incredible team members, who are the heroes during the holidays and beyond.”
It's clear the ad works; social media has erupted with positive reactions. Users have praised Kris K. for being the "hottest Santa" they've ever seen, with dialogue around his character prompting jokes and playful banter about holiday festivities where playful teasing around Santa sneaking under the mistletoe echoes lively conversations. Social media users are not shy about expressing their good-natured flirtation with this new twist on Santa Claus. Comments across platforms reflect admiration and amusement mixed with nostalgia.
Yet, not all responses have been merrily received. Some critics have pointed to inconsistencies within Target's broader branding narrative, questioning whether this cheeky new approach aligns with their previously inclusive marketing strategies. A shift from festive greetings of “Happy Holidays” to “Merry Christmas,” combined with the introduction of this hotter version of Santa, leaves some questioning the underlying messaging. These criticisms, combined with the admiration for the character, create lively discourse about contemporary advertising and cultural representation during the holidays.
To accompany the updates, the second ad, “He’s Hot, But These Target Turkey Deals Are Hotter,” introduces the friction of everyday shopping with holiday spirit. The ad artfully positions Santa as Kris K. humorously engaging with shoppers about Thanksgiving turkey deals, priced at the remarkable rate of 79 cents per pound. This conversation leads to another iconic Santa line: “Let me guess, you don’t believe in Santa either?”—a line meant to catch viewers off-guard and to situate the character within the blissfully magical reality of holiday preparations.
Anticipation is already building for the remaining spots, teasing scenes of Kris K. as he never misses the chance to embrace his responsibilities as Santa. Each ad affirms his commitment to delivering joy, mirroring how Target positions itself as more than just a retailer; it's part of the holiday fabric of many Americans’ lives.
This creative campaign isn’t just about selling products; it’s about weaving humor and charm back through the fabric of the holiday shopping experience. By reinventing Santa from the ground up, bringing lightheartedness and flirtation back to this iconic character, Target has tapped deeply not just the commercial spirit of the holidays but the communal joy and laughter they inspire. Kris K., with his quirky charm and surprisingly steamy persona, is certainly driving discussions and holiday spirit all around.
This unlikely star has not just captured hearts but noticeably shifted perceptions of what Santa can be. He’s quirky, athletic, charming—and deeply engaging. This holiday season, Target’s “weirdly hot” Santa is staking his claim and rewriting the rules on how we see ourselves and celebrating during this joyous time of the year.
