'Happy ALL-idays' From Old Navy Includes Boot Camp to Train More Diverse Santas

“This season is too big for just red and green. It’s the ALL-idays, and we’re bringing all of the color.”

Actress Keke Palmer delivers that message of inclusivity in new ads from The Martin Agency and Ruckus director J.J. Adler. Themed “Happy ALL-idays,” kicky spots broke this week, including this many-hued celebration of gifting and togetherness:

Next up, a promo for the retailer’s festive PJs, with Palmer promising, “However you jingle, we got your jammies. Eggnog or egg-roll—you do you, boo!”

“The campaign is meant to reach a broad audience that reflects the Old Navy customer, that includes people from a range of ethnicities, backgrounds and cultures,” a brand rep tells Muse. “Inclusivity is core to Old Navy’s values. We strive to represent our customers in all we do.”

Taking that mantra to a higher level, Old Navy will offer free 30-minute virtual Santa lessons designed to make the Jolly Old Elf more representative of modern society. (Surveys show only 5 percent of all pro Santas identity as people of color, while half of kids under 15 in America identify as non-white, so the brand believes a reset is long overdue.)

“The idea for Santa BOOTcamp was inspired by Old Navy’s skin-tone Santa print pajamas that launched last year,” the rep says. “This year, the brand wanted to extend the concept from product to the real world by offering a Santa training course that invites everyone into the tradition.”

Old Navy developed the experience with Timothy Connaghan, founder of School4Santas and owner of one of the nation’s largest Santa booking agencies in the U.S. Together, they crafted an immersive course that covers basic communications in American Sign Language and Spanish.

Some BOOTcamp grads will visit Old Navy flagship stores, participating in photo sessions designed for social distancing between Santas and customers.

“We want to give people the tools they need to spread holiday joy as Santa, whether it’s virtually or in-person, professionally or personally,” the Old Navy rep says.

Diversity has been a staple of this year’s holiday campaigns, with DEI and cultural awareness informing work from brands such as Amazon, Etsy, Ikea, John Lewis and Sprite.

CREDITS

CLIENT: Old Navy/Gap 
CHIEF MARKETING OFFICER: Jamie Gersch 
VP, BRAND ENGAGEMENT: Liat Weingarten 
SENIOR MANAGER, ADVERTISING: Amy Silver

Topic: Old Navy – Holiday

“Jingle Jammies”
“Color Explosion”

AGENCY: The Martin Agency 
CHIEF EXECUTIVE OFFICER: Kristen Cavallo
CHIEF CREATIVE OFFICER: Danny Robinson
SVP, EXECUTIVE CREATIVE DIRECTOR: Ashley Marshall
SVP, GROUP CREATIVE DIRECTOR: Anne Marie Hite
ASSOCIATE CREATIVE DIRECTOR: Brittany Tooker 
ASSOCIATE CREATIVE DIRECTOR: Caroline Ekrem
ASSOCIATE CREATIVE DIRECTOR: Deric Nance
CREATIVE DIRECTOR: Sarah Kuhs
CREATIVE DIRECTOR: Kim Ngyuen
ASSOCIATE CREATIVE DIRECTOR: Kate Placentra
ASSOCIATE CREATIVE DIRECTOR: Ken Marcus
COPYWRITER: Jacob Knight-Thomas
ART DIRECTOR: Sophie Marsden
DESIGNER: Summer McClure

SVP, MANAGING DIRECTOR
OF PRODUCTION & DIGITAL: Tasha Dean
VP, EXECUTIVE CONTENT
PRODUCER: Pamela Mahan 
SENIOR CONTENT PRODUCER: Danica Walker
SENIOR CONTENT PRODUCER: Brian Fox
JUNIOR PRODUCER: Molly McCarvill

SVP, GROUP ACCOUNT DIRECTOR: Liz Toms 
SENIOR ACCOUNT EXECUTIVE: Corinne Barrow
PROJECT MANAGER: DeeDee Hamad
ASSOCIATE DIRECTOR,
BUSINESS AFFAIRS: Alice Isner
BUSINESS AFFAIRS: Michelle Fink
SCP, DIRECTOR OF BUSINESS,
LEGAL AND FINANCIAL AFFAIRS: Dusty Slowik

SVP/MANAGING DIRECTOR,
CULTURAL IMPACT & BRAND
COMMUNICATIONS: Jaclyn Ruelle
CULTURE COMMUNICATIONS
SENIOR SPECIALIST: Fenton Crowther
ASSOCIATE DIRECTOR,
FINANCIAL AFFAIRS: Kelly Clow 
FINANCIAL AFFAIRS: Kevin Llewellyn
CHIEF STRATEGY OFFICER: Elizabeth Paul
STRATEGIC PLANNING: Cristian Castiglia

Production Company: Ruckus

DIRECTOR: JJ Adler 
HEAD of PRODUCTION Sabrina Mossberg
EXECUTIVE PRODUCER: Greg Jones
PRODUCTION MANAGER: Desiree Laufasa
PRODUCER: Tracy Broaddus 
PRODUCTION SUPERVISOR: Bob Williamson
ASST PRODUCTION SUPERVISOR: Patty Courtland
DIRECTOR OF PHOTOGRAPHY: Damian Acevedo
PRODUCTION DESIGNER: Julian Laverdier
CHOREOGRAPHER: Julianne “JuJu” Waters 
WARDROBE/STYLING: Masha Mandzuka 
WARDROBE/STYLING: Anda Gentile 
HAIR STYLIST: Ricardo Roberts

Editorial: Arcade

EXECUTIVE PRODUCER/PARTNER: Sila Soyer
EDITOR: Kyle Brown
EDITOR: Will Hasell 

SOCIAL EDITOR: Steve “Reggie” Reglis
ASSISTANT EDITORS: Jordan McAfee-Hahn and Thomas Bergerstock
PRODUCER: Alexandra Leal 
PRODUCER: Fanny Cruz 

Post Production: Carbon

HEAD OF PRODUCTION: Tina Starkweather
EXECUTIVE PRODUCER: Matt McManus
PRODUCER: Vanessa Yee
VFX SUPERVISOR: Ray Giarratana
VFX LEAD: Pete Mayor
VFX ARTIST: Jim Gomez, Hannah Barnes, Mike Roy
MATTE PAINTER: Carlos Nieto

Music 
TRACK Do It 
ARTIST SOOLJA
WRITTEN BY Karen Ann Poole, Theresa Jarvis, Sonny J. Mason

Sound Design + Mix
AUDIO POST PRODUCTION: Eleven
SOUND MIX: Jeff Payne
ASST MIXER: Andrew Smith