What if Santa Claus flipped his résumé and applied for jobs? That’s exactly the playful twist SEEK and Droga5 ANZ have brought to life in their new holiday campaign — and it’s a reminder that smart seasonal branding isn’t just about jingles and snow: it’s about narrative, timing, insight, and cross-channel execution.
In this campaign, Santa finds himself in SEEK’s job marketplace before his Christmas gig ever existed. He’s portrayed as a jobseeker — browsing roles, submitting applications, matching via SEEK’s AI engine — trying to land his ideal role. It’s an amusing inversion: we all expect Santa to deliver, not to apply. But therein lies the strategic genius.
Why it works: humanizing a legend to sell utility
Using Santa as a character is instantly evocative. He’s a cultural icon with built-in emotional resonance and seasonal relevance. But rather than resting on him being a jolly myth, SEEK uses him to demonstrate a value proposition — namely, their job-matching technology. The message: if even Santa needed help finding the “right job,” SEEK can do that for you too.
By doing that, the campaign shifts from gimmick to metaphor: every jobseeker, like Santa, has a unique set of skills, and the job market is vast and varied. SEEK positions itself as the platform that helps match you with what fits — whether your goal is a full-time role or a seasonal side gig.
Insight drives the narrative
The campaign isn’t just clever for clever’s sake. It leans on the data that 52 % of Australians intend to take on a second job this year. That insight aligns perfectly with a seasonal push: people often seek extra income during holiday months, and roles like “Santa” or other temporary gigs spike in demand. The idea that many are looking for side opportunities is fertile ground for a holiday campaign. The campaign effectively says: “If you’re looking for a second job to tide you through, SEEK is your sleigh.”
From a campaign planning standpoint, that insight gives the brand permission to be playful and timely — to ride the wave of seasonal sentiment while still delivering a solid utility message.
Building anticipation with a teaser phase
Before the main creative dropped, the campaign seeded interest via a “teaser” phase handled by Adhesive PR. That phase generated 145 media mentions and over 25 million in reach, creating conversational momentum before the big reveal. That kind of build helps a campaign land with energy, rather than just quietly debuting.
From an execution angle, it’s a smart sequence: tug at curiosity first, then reveal the concept. It ensures that when the main spot airs, people are already primed for “What’s this Santa doing here?” — which increases both attention and shareability.
Timing is everything
The campaign’s creative premiere is strategically scheduled to air during the AFL Grand Final broadcast — one of the highest-profile TV slots in Australia. That gives the launch maximum impact and audience capture. From there, the campaign rolls out across a full slate of channels: TV, outdoor, video, radio, search, email, display, social, and SEEK’s owned media. Such breadth ensures that the Santa narrative is reinforced wherever the audience happens to engage.
Also key: the campaign spans both Australia and New Zealand, scaled across their major markets for SEEK. This ensures consistency and regional momentum.
Narrative continuity: the legend before the legend
SEEK and Droga5 have used a creative formula before — taking well-known characters (Tarzan, Dorothy, the Tooth Fairy) just before they discovered their true calling. The Santa version fits neatly into that series. It gives the brand a playful “un-origin story” arc, allowing each character to explore the ambiguity before their fate is known. It’s a storytelling device that blends myth with marketing.
That continuity also builds brand memory: audiences who have seen earlier campaigns (say with Dorothy or the Tooth Fairy) will appreciate the familiar structure. Over time, SEEK becomes known as the brand that revives origin stories — and thus the brand behind moments of transformation.
Lessons for niche advertisers & brand marketers
- Emotional resonance + utility = strong brand storytelling: Using iconic figures (or characters with emotional weight) can immediately hook attention. But the real power is in linking that hook to your brand’s functional promise. The moment a creative feels like more than a holiday gimmick, it becomes sticky.
- Back it with insight: A fun concept isn’t enough. The Santa idea works because SEEK recognized a real behavioral trend (side gigs, seasonal work) and built out the narrative around it. Without that insight, the campaign would feel whimsical but hollow.
- Tease before you reveal: Layered roll-outs generate curiosity and help cut through the noise. If your campaign is ambitious, give your audience breadcrumbs first — let them wonder, then satisfy.
- Strategic timing & media alignment matter: Dropping a premiere during a major live event guarantees reach and cultural relevance. From there, reinforcing across channels ensures the narrative doesn’t get lost. A campaign is only as strong as its weakest touchpoint.
- Build brand continuity via thematic series: SEEK’s use of origin-stories across multiple characters implants a brand identity: they tell before-they-were-famous tales with a job angle. Over time, that becomes their signature. For niche advertisers, having a “creative thread” or recurring theme can knit disparate campaigns into a coherent brand brand identity over time.
Final thoughts
The SEEK × Santa campaign may look like a lighthearted holiday creative on the surface, but it’s a textbook example of how to integrate brand narrative, data insight, media strategy, and storytelling into a cohesive push. It reminds us that even the most familiar figures can be reimagined — and when reimagined smartly, they carry both heart and function.
If you’re planning a seasonal campaign or gimmick for your brand, ask: What’s the insight? Where’s the utility? Use playful narrative, but let strategy be the sleigh that carries the creative. After all — even Santa needed help finding his perfect job.
