Toyota used the month after Christmas 2010 to launch “Life After Santa”, an online advertising campaign exploring the impact of buying a Toyota Prius. The campaign, conducted by Greater New York Toyota Dealers Association, was designed to both build brand awareness and support local job training and career development. The campaign followed the eight reindeer who had lost their jobs after Santa bought a Toyota Prius. Life After Santa was an opportunity for them to reinvent themselves and chase new dreams. The campaign went online at lifeaftersanta.com, and youtube.com/LifeAfterSanta. The reindeer set up their own blog at lifeaftersanta.blogspot.com
Click on the image below to play the Life After Santa Intro video in YouTube (HD)
The Life After Santa Premise
Despite the fact that Christmas was long past, New Yorkers in January started experiencing reindeer sightings all over the city. Turns out, an equipment upgrade at the North Pole had led to unexpected, and welcome, career changes for Dasher, Dancer, Prancer, Vixen, Comet, Cupid, Donner and Blitzen. According to an announcement issued by the North Pole, in early December Santa came to the realization that there might be a better option than his sleigh for spreading holiday cheer across the globe, a Toyota Prius.
“I realized that not only does the Prius have lower emissions and better mileage than the reindeer, but it also has plenty of room for presents,” noted Santa. “It just made sense – for me, the elves, Mrs. Claus and for the good of the planet. I got a great deal and purchased the Prius a week before Christmas. It was too late in the game to use my new wheels to deliver toys to girls and boys this year, but in the long run I knew it meant a significantly reduced role for the reindeer – and they realized that this year would be their last Christmas carrying my sleigh. I was truly sad to see them go.”
While this would seem to be tough news for the “antlered eight” to swallow, the famous reindeer couldn’t be happier. As a group and as individuals, they’ve admitted that they were ready for a change.
“We hope people realize that this is actually a win-win situation for both Santa and us,” said Cupid. “I think I speak for all the reindeer in saying that, while we loved helping the big man every December, pulling his sleigh year after year has not been the most inspiring career path. Each of us has our own aspirations and we are looking at this as an opportunity to reinvent ourselves and follow the dreams we’ve had since we were calves.”
“To be honest, this break from Santa’s sleigh means I have a clean slate, and can do what I want to do,” added Donner. “And I can tell you one thing for sure – next year I won’t have to work during the holidays!”
Recognizing the career opportunities present in the Big Apple, each reindeer moved from the North Pole to the big city. New Yorkers are already seeing a lot of the hoofed ones hustling around town. The Greater New York Toyota Dealers Association (GNYTDA) – aware that Santa bought a Prius – was understandably concerned about what would happen to the reindeer. Upon hearing the reindeers’ inspiring stories, the GNYTDA decided to document their adventures on video – and help raise money in support of the New York-based SUNY Levin Institute, which conducts JumpStart NYC, an innovative career transition program. JumpStart NYC helps out-of-work professionals in New York develop new skills, sample the environment at small, entrepreneurial companies and non-profits, and create new networks in the entrepreneurial sector, in many cases creating new career paths and opportunities, and sometimes starting their own new businesses through the affiliated FastTrac program.
Claiming he was “born to rock,” BLITZEN has decided to pursue his life-long dream of becoming a musician. Industry insiders report that he is recording his first EP, Rein Supreme, at a Manhattan studio. The album is expected to be released in Spring of 2011, online at blitzenkrieg.com. Click on the image below to play Blitzen’s Story in YouTube (HD)
CUPID has become a painter. The art community is anxiously awaiting his first collection, Impressions by Cupid, online at impressionsbycupid.com. Click on the image below to play Cupid’s Story in YouTube (HD)
The written word has been DONNER’s siren song. His new offering, entitled “Taking Flight – One Reindeer’s Story,” will be available soon in stores and online at donnerthereindeer.com. Donner says, “The long nights of flying around the world to deliver presents certainly prepared me for the late nights I’ve spent writing.” Click on the image below to play Donner’s Story in YouTube (HD)
Always the most athletic of the reindeer, DASHER is a personal trainer, helping people all over New York shed those post-holiday pounds and build lean muscle, online at dasherpersonaltrainer.com. Click on the image below to play Dasher’s Story in YouTube (HD)
Transporting Santa’s presents has been COMET’s duty for years, so transitioning into the transportation sector seemed like a logical choice. Comet is currently waging a campaign to be elected Chief of the Metropolitan Transit Authority (MTA), online at cometthereindeer.com. A number of commuters have spotted Comet at Penn Station and Grand Central Terminal passing out flyers in support of his campaign. Click on the image below to play Comet’s Story in YouTube (HD)
Having realized she has a knack for sales, PRANCER has already made some inroads into the tough Manhattan real estate scene, online at prancerrealty.com. While selling property these days isn’t easy, she says, “What doesn’t break your antlers makes you stronger.” Click on the image below to play Prancer’s Story in YouTube (HD)
DANCER has found his true calling in interpretational dance. He has periodically been seen in Washington Square Park displaying his skills and is online at thereindeerdancer.com. Click on the image below to play Dancer’s Story in YouTube (HD)
VIXEN has headed to the streets with a new food truck called Vixen’s Mixins, online at vixensmixins.com. Word on those same streets is that Vixen’s truck has been making appearances in Midtown where she is serving homemade gourmet cookies and other treats. Click on the image below to play the video in YouTube (HD)
The Life After Santa campaign was developed at Saatchi & Saatchi New York by executive creative director Neal Foard, creative director Tim Leake, art director Jeremy Yuricek, producers David Gerard and Joao Martins, associate creative directors Rick Rosenberg and Frank Fusco.