What if Santa Claus hacked an Instagram account? Or even better, what if he was replaced by aespa’s Karina? Shinsegae Department Store’s Christmas campaign is making waves online with its quirky and creative storytelling, thanks to the renowned commercial IP studio, 'Dolphin Kidnappers'.
The campaign began with a bold move—Shinsegae’s official Instagram account wiped all its posts and announced that Santa Claus would take over the account. The following posts showed Santa indulging in Korean culture, from enjoying 'Sundaegukbap (blood sausage soup)' to snapping selfies in photo booths and flaunting luxury items. The posts hilariously portrayed Santa adapting to Korean trends, leaving netizens in stitches.
It didn’t stop there. Santa followed competitor department stores on Instagram, prompting Hyundai Department Store to cheekily comment, “Is this flirting?” The playful interactions across platforms added to the campaign's charm and garnered instant buzz.
The campaign hit its peak when aespa’s Karina stepped in as the new Santa Claus. Two short films released so far have kept viewers laughing and wanting more. The first film ended with Karina watching over Santa, who is hospitalized after a sleigh accident. The second followed her chaotic attempts to deliver presents as the new Santa, with slapstick scenes like breaking into a home only to trigger a security alarm and getting chased by police after Rudolph abandons her.
One standout moment was Karina’s bewildered expression as she’s hauled into a police car, a highlight that had fans clamoring for the next installment. The campaign's witty storytelling and sharp visuals, directed by Shin Woo-seok of Dolphin Kidnappers, have drawn praise from fans and industry professionals alike. Comments like “Santa got kidnapped by Dolphin Kidnappers!” and “This is the most creative marketing I’ve ever seen” are flooding social media. Shinsegae plans to release a 10-minute short film on December 20, along with guerrilla performances, including a stunt featuring Santa’s wrecked sleigh being towed around the city.
The campaign has turned into a holiday sensation, with comments like “Santa can break my window anytime!” and “I never imagined Rudolph ditching Santa!” showcasing the humor and engagement it has sparked. Some are even calling it “the funniest Christmas ad ever.”
With its bold creativity, playful narrative, and aespa’s Karina as the star, Shinsegae’s Christmas campaign is redefining how brands connect with audiences during the holiday season.