Some people have complained because GAA's last posts were only in spanish, so I've decided to write this special after-christmas post ONLY in English. Today GAA is going to discuss where does Santa Claus come from, and why does he have this appearance.
It all started in 1931 Coca-Cola began placing its ads in popular magazines. Archie Lee, the D'Arcy Advertising Agency executive working with The Coca-Cola Company, wanted the campaign to show a wholesome Santa who was both realistic and symbolic. So Coca-Cola commissioned Michigan-born illustrator Haddon Sundblom to develop advertising images using Santa Claus — showing Santa himself, not a man dressed as Santa.
In the beginning, Sundblom painted the image of Santa using a live model — his friend Lou Prentiss, a retired salesman. When Prentiss passed away, Sundblom used himself as a model, painting while looking into a mirror. Finally, he began relying on photographs to create the image of St. Nick.
|My hat's off to the pause that refreshes. 1931|
|Dear Santa. Please Pause here... Jimmy. 1932|
People loved the Coca-Cola Santa images and paid such close attention to them that when anything changed, they sent letters to The Coca-Cola Company. One year, Santa's large belt was backwards (perhaps because Sundblom was painting via a mirror). Another year, Santa Claus appeared without a wedding ring, causing fans to write asking what happened to Mrs. Claus.
From 1931 to 1964,
Coca-Cola advertising showed Santa delivering toys (and playing with them!), pausing to read a letter and enjoy a Coke, visiting with the children who stayed up to greet him, and raiding the refrigerators at a number of homes. The original oil paintings Sundblom created were adapted for Coca-Cola advertising in magazines and on store displays, billboards, posters, calendars and plush dolls. Many of those items today are popular collectibles.
|They knew what I wanted. 1945|
|Now it's my time. 1951|
|Refreshing Surprise. 1959|
Sundblom created his final version of Santa Claus in 1964, but for several decades to follow,
Coca-Cola advertising featured images of Santa based on Sundblom’s original works. These paintings are some of the most prized pieces in the art collection in the company’s archives department and have been on exhibit around the world, in famous locales including the Louvre in Paris, the Royal Ontario Museum in Toronto, the Museum of Science and Industry in Chicago, the Isetan Department Store in Tokyo, and the NK Department Store in Stockholm. Many of the original paintings can be seen on display at World of Coca-Cola in Atlanta, Ga.