Posten - When Harry Met Santa (Norwegian postal service's 2021 holiday ad)
Posten sought a creative agency, POL, to develop its annual holiday campaign for 2021. The objective was to create a memorable advertisement that would resonate broadly, celebrate the upcoming 50th anniversary of Norway's decriminalization of same-sex relations, and reinforce Posten's image as a progressive and inclusive brand.
Creative Idea
Santa Claus found love with a man, celebrating fifty years of legal same-sex relations.
Posten reimagined the classic Santa story, portraying him in a tender gay romance with a man named Harry, to celebrate Norway's 50th anniversary of decriminalizing same-sex relations, effectively positioning the postal service as a progressive champion of love and inclusivity.
When Santa Outsourced Christmas for Love
A Cinematic Four Minute Romance
Directed by Sacarias Kiusalaas of B-Reel Films, the campaign functioned more as a cinematic short film than a traditional commercial. Spanning nearly four minutes, the narrative utilized a slow burn approach to depict the passing of years through Harry’s eyes. The production team leaned into the title’s nod to the 1989 rom-com *When Harry Met Sally*, even including a poignant Easter egg where Harry writes a letter to the North Pole quoting Mariah Carey: "All I want for Christmas is you."
Decriminalization and Cultural Resonance
The film was timed to commemorate the 50th anniversary of the decriminalization of homosexuality in Norway. By casting veteran actor Terje Strømdahl as Santa and Swedish author Johan Ehn as Harry, the agency POL intentionally highlighted a demographic rarely seen in holiday ads: an older same-sex couple. Marketing Director Monica Solberg noted that the goal was to show that "love belongs to everyone," regardless of age or orientation. This progressive stance followed Posten’s tradition of subverting holiday tropes, such as their 2020 "Angry White Santa" spot.
Global Reach and Viral Momentum
The campaign’s impact was immediate and massive, reaching over 1.2 billion people across 150 countries. While it faced minor "woke-bashing" in the UK and Hungary, the overwhelming response was positive, generating over 30,000 articles and a total reader reach of 272 million. A viral tweet from Johan Ehn’s husband, author Mats Strandberg, stating "That’s my husband kissing Santa!", further propelled the ad into the global zeitgeist. Ultimately, the narrative "solved" the logistical problem of Santa’s schedule by having him outsource deliveries to Posten, allowing him to finally spend Christmas night with his partner.
Creative Strategy Deconstructed
Company
Posten had a proven track record of creating impactful, culturally relevant holiday campaigns that subverted traditional narratives.
Category
Holiday advertising often adhered to conventional, heteronormative depictions of love and family, especially concerning iconic figures like Santa.
Customer
Audiences increasingly sought authentic, inclusive stories reflecting diverse forms of love and celebrating societal progress.
Culture
Norway's upcoming 50th anniversary of decriminalizing same-sex relations provided a powerful, timely cultural moment for celebration.
Company
Posten had a proven track record of creating impactful, culturally relevant holiday campaigns that subverted traditional narratives.
Category
Holiday advertising often adhered to conventional, heteronormative depictions of love and family, especially concerning iconic figures like Santa.
Strategy:
Leverage cultural milestones to champion inclusive values and redefine traditional narratives.
Customer
Audiences increasingly sought authentic, inclusive stories reflecting diverse forms of love and celebrating societal progress.
Culture
Norway's upcoming 50th anniversary of decriminalizing same-sex relations provided a powerful, timely cultural moment for celebration.
Strategy:
Leverage cultural milestones to champion inclusive values and redefine traditional narratives.
Strategy Technique
Make the Brand the Hero of a Bigger Fight
Posten positioned itself as a champion for love and inclusivity by celebrating Norway's 50th anniversary of decriminalizing same-sex relations. This elevated the brand beyond postal services.
Explore Technique
Creative Technique
Lovestory
The campaign explicitly tells a romantic story between Harry and Santa, focusing on their growing affection and eventual union. This central narrative drives the entire advertisement's emotional impact.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its bold and tender storytelling, elevated by heartfelt acting and evocative cinematography that create a truly magical and inclusive Christmas narrative.
The narrative bravely and beautifully reinterprets a classic Christmas figure to deliver a powerful message of inclusive love and acceptance.
The lead actors convey a profound and evolving emotional connection through subtle expressions and gestures, making their unconventional love story deeply believable and moving.
The intimate framing, warm lighting, and careful composition create a visually rich and emotionally resonant world that supports the tender narrative.
The use of a classic, melancholic Christmas carol provides a powerful emotional underscore, enhancing the sense of longing, magic, and ultimate fulfillment.
The magic of this campaign comes from the seamless integration of a bold, inclusive narrative with deeply emotional acting, evocative cinematography, and a classic musical score, creating a universally resonant message of love.
