French retailer PicWicToys gives Santa leathers and tattoos

The reindeer are crowded round a phone box trying to get Santa to pick up, but he’s busy causing havoc in PicWicToys. Dressed in red-and-white leather, sporting tattoos, and displaying a fiercely competitive streak, Santa is racing around the aisles, battling everyone from Darth Vader to Barbie.

First Oslo agency Pol brought us a gay Santa, and now French agency Steve continues to subvert Saint Nick. There was always a more interesting side of him, waiting to get out.

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.