Santa Typewriter Ad 1977

This 1977 Smith-Corona ad isn’t flashy—it’s smart. It hooks into the Christmas season and uses Santa’s authority as the ultimate gift-giver to quietly keep the brand top-of-mind.

Marketing Analysis

Instead of selling features, the ad borrows Santa’s credibility. If the big guy trusts Smith-Corona, why shouldn’t you? It’s classic associative marketing—tying a familiar, beloved character to your product to trigger trust and recall at buying time.

Why It Works

• Leverages holiday context and timing
• Uses authority bias (Santa = ultimate decision maker)
• Creates a seasonal cue for memory recall
• Keeps messaging light, not salesy

Examples

• Coca-Cola’s Santa shaped decades of brand warmth
• M&M’s “They do exist!” holiday ad runs every year
• Hershey’s “Kisses Christmas Bells” spot has aired since 1989 and still drives holiday sales