No reason to be mad, man. Jon Hamm is spreading holiday cheer again. Hamm's Santa Claus is back for a second spot as part of Fox Sports' "'Tis the FIFA World Cup" marketing campaign ahead of the men's tournament in Qatar this fall.
"Superfan Santa" will debut at 1 p.m. on Sunday during Fox's broadcast of the NFL match-up between the Tampa Bay Buccaneers and the Atlanta Falcons and air across Fox's NFL schedule. The campaign was created internally with freelance creative director Gary Van Dzura, formerly of Wieden+Kennedy.
The 60-second spot picks up from the campaign's premiere earlier this summer, where a vacationing Hamm discovered he wouldn't be the only star of the holiday season - because the World Cup will be kicking off then too. This year, the tournament moves from the summer months for the first time, taking place November 21 - December 18 in Qatar.
"We'd created a narrative around who's the one person in the world that's not going to be excited about the World Cup in the holiday season, and it's Santa," Robert Gottlieb, evp, marketing, Fox Sports, told Adweek. "Clearly, we needed to pivot from Santa's cheesed about this to Santa's psyched about this."
The new installment heads down to the North Pole, where a frustrated Santa watches soccer highlights. Ellie Kemper, as Mrs. Claus, quickly shows Hamm that the World Cup and the holiday spirit can go hand-in-hand. "Is that caroling?" Hamm asks, hearing U.S. fans chanting in the crowd.
He quickly gets to work, enlisting stars (players from the U.S. Men's National Team), making sweaters (soccer jerseys) and attempting to recruit a major singer. In a surprise cameo, Mariah Carey asks, "Do you have any idea how busy I am this time of year?"
(Adweek)
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