Santa’s got a brand new bag, indeed.

In a cluttered and crowded holiday season with snow-covered this and sparkling that and green and red everything and music as drippingly sweet as a third-grader’s gingerbread house, Lion’s Den shakes up the scene letting us all know you’re never too old for toys.

Housed under the broader, and long-standing campaign concept of “Do it. Every day!”, this work brings the everyday to Christmas day. Thanks to Santa and his stopover at Lion’s Den.

The campaign centers around a :30 commercial that takes place the night before Christmas, when all through the house, not a creature was stirring…yet. And continues with digital, social, OTT and in-store.

“Holiday commercials can be so saccharine, so repetitive, and the music can give you a migraine,” stated Pete Potenzini, Director of Marketing, Lion’s Den. ‘We wanted to create a spot referencing the traditional holiday themes, and then surprise you by taking a very unexpected turn.”

Happy Holidays to all, and to all a good night!