Ad of the Day: Santa Gets a Naughty Visitor in Droga5’s Comical Christmas Ad for Coach

Now he'll have to check the list a third time

Headshot of Tim Nudd

Santa abuse is not a common theme of Christmas commercials, but it certainly leaves a mark in this amusing Coach spot from Droga5 and director Matt Aselton of Arts & Sciences.

Claus is seen kicking back in his North Pole home at the opening of the spot, when he gets an unexpected visitor. Before he can utter a word, the uninvited guest makes her own greeting—much to the old man's chagrin. As he struggles to recover, the woman scopes out his place, eager to right an injustice that's left her without a coveted Coach Swagger bag at the holidays.

And what is the Coach Swagger? According to the brand:

• The Swagger Family of bags explores a new elegance—a dressier sophistication, worn with the ease and modernity representative of downtown New York City.

• The Coach Swagger plays with the archive signature, "Turnlock", and a new frame construction lends itself to easy formality.

• The adjustable 3–way Coach Swagger shoulder bag can be worn in multiple ways, riffing on the functionality that's fundamental to Coach.

Evidently it's worth fighting for.


Client: Coach

Chief Executive Officer: Victor Luis

Executive Creative Director: Stuart Vevers

President, Global Marketing, Digital & Customer Experience: David Duplantis

Senior Vice President, Creative Services: Patti Day 

Vice President, Global Marketing: Tom Jarrold 

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Creative Director: Felix Richter

Creative Director: Alexander Nowak

Copywriter: Spencer LaVallee

Art Director: Jen Lu

Junior Art Director: Giulia Magaldi

Junior Copywriter: Frank Garcia

Chief Creation Officer: Sally-Ann Dale

Head of Broadcast Production: Ben Davies

Broadcast Producer: Bill Berg

Head of Strategy: Chet Gulland

Strategy Director: Will Davie

Junior Brand Strategist: Quinn Morrissey

Chief Operations Officer: Susie Nam

Group Account Director: Steven Panariello

Account Manager: Belle Bonar

Project Manager: Dean Farella

Production Company: Arts & Sciences

Director: Matt Aselton

DOP: Corey Walter

Managing Director/Partner: Mal Ward

Executive Producer/Partner: Marc Marrie

Producer: Zoe Odlum

Editorial: Arcade Edit

Editor: Jeff Ferruzzo

Assistant Editor: Chris Angel

Executive Producer: Sila Soyer

Producer: Gavin Carroll

Post Production: Arcade Edit

Flame: Tristian Wake

Producer: Gavin Carroll

Color: Company 3

Senior Colorist: Tom Poole

Sound: Sonic Union

Mixer: David Papa

Producer: Pat Sullivan

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: November 23, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT