In a recent LinkedIn post, Justin Oberman explores how traditional advertising formulas can be subverted to create more impactful and thought-provoking campaigns. Oberman highlights a specific example from NAMI’s agency that cleverly reimagined the iconic Santa Claus character to address the sensitive topic of children’s mental health.
Challenging the Status Quo with Iconic Figures
Oberman begins by outlining the long-standing marketing success of using Santa Claus, citing examples from Coca-Cola, Norelco, and M&Ms. He notes the consistent portrayal of Santa as “jolly, generous, and magical,” a formula that has reliably sold products for decades. However, he points to NAMI’s 2019 campaign as a departure from this norm.
“I think I did this all wrong,” their Santa says, sitting alone on a rooftop. “Naughty or nice, as if some kids don’t have enough to worry about,” he mutters.
This reimagining, according to Oberman, is where the brilliance lies. By having Santa question the very foundation of his marketing system – the “Naughty or Nice” dichotomy – the campaign creates a moment of introspection.
The Power of Discomfort in Advertising
Oberman argues that while most Christmas ads aim to evoke positive feelings, this particular campaign succeeds by making audiences think. He explains the psychological impact of this approach:
The familiar becomes unfamiliar. The comfortable becomes uncomfortable. That’s when people lean in.
He draws parallels to other hypothetical scenarios where beloved icons question their own purpose, such as Superman doubting his powers or Ronald McDonald reflecting on fast food. Oberman suggests that these scenarios, much like NAMI’s Santa, have the potential to resonate deeply because they challenge established beliefs.
Icons as Catalysts for Change
According to Oberman, the effectiveness of such campaigns stems from the power of an icon to permit the audience to question everything. When a familiar and trusted figure expresses doubt or undergoes an existential crisis, it opens the door for viewers to examine their own perspectives and assumptions.
Great ads don’t just sell products. They change how people think.
Oberman emphasizes that this shift in thinking is a significant achievement in advertising, often more difficult to attain than simply selling a product. He concludes by praising the acting in the NAMI ad, suggesting that the performance elevated the already strong conceptual idea.
Oberman’s analysis underscores the strategic value of using familiar cultural touchstones in unexpected ways to foster deeper engagement and provoke meaningful reflection, thereby moving beyond simple transactional advertising to create a more lasting impact.
📝 About This Content
This article is based on insights shared by Justin Oberman on LinkedIn.
📅 Originally posted on December 25, 2025 | View original post on LinkedIn →