Majority's Holiday Ad for Swedish Fish Brings Out Santa's Sel-Fish Side

Dec. 11, 2024

Creative agency Majority is showing a more selfish side to Santa to tout the deliciousness of Mondelēz International’s Swedish Fish candy in a new holiday campaign. The work will run online throughout North America until New Year’s.

The agency won the Swedish Fish project earlier this year.

50-second, :15 and :06 spots will run on YouTube, Facebook, TikTok, and Instagram. 

In the longer spot, Santa drops into one house on Christmas Eve and discovers a box of Swedish Fish in one of the stockings. After trying one, his face lights up. He’s soon rifling through the rest of the stockings, grabbing boxes, a la the Grinch, and taking them from cabinets, a backpack, and the family candy bowl. The plate of cookies left out for him gets ignored. “I deserve this,” he mutters to himself. When the kids come down the stairs and witness Santa’s crime spree, they call 911. Soon, we hear sirens. This snaps Santa out of his sugar high, and he makes a hasty retreat.

“A unique treat you won’t want to share,” a voiceover says. The tagline is “Be Sel-fish.”

Lauryn McDonough, senior director of Candy, Mondelēz remarked:

"With an uptick in Gen-Z interest in the brand on social, we set out to modernize our Swedish Fish brand messaging and celebrate the product’s unique qualities in a competitive category. With a candy as unique and shareable as Swedish Fish, Majority’s creative idea to leverage a benevolent character like Santa really unlocked the campaign to land the absurd lengths one may go to to be ‘sel-fish’."

 

Majority’s clients include Sprite, GM, the NBA’s G League, and the CDC.