Fedex USA and BBDO NY have embraced the Christmas spirit by showing what Santa Claus does to those who are naughty rather than nice. In the TVC, Santa is encouraged by a Fedex employee to add more coal to a box, and the bearded one happily obliges by filling the box to the brim. Santa’s jovial demeanour is however short-lived. When questioned on the veracity of coal sending, Santa gives a passive-aggressive response that Don Corleone would’ve applauded.
The TVC has been accompanied by a print ad that shows the step-by-step process of Santa sealing a box, personally addressed to Mr Ebenezer Scrooge.