For most parts, Santa’s portrayed as a jolly fat man in a red suit that seemingly knows if we’ve been naughty or nice.
However, in a new spot for America’s The National Alliance on Mental Illness (NAMI) Santa appears to be suffering from some sort of existential crisis.
The ad’s the work of legendary agency Weiden +Kennedy New York and comes with the message that kids with mental health issues may not understand the concept of “naughty or nice”.
It’s funny, witty and clever in what is, after all, a difficult subject matter that rarely gets much public attention.
Check out the work below: