Santa Rethinks 'Naughty or Nice' in W+K's Remarkable Mental Health Ad

"'I think I did this all wrong,'" Kringle begins in the two-and-half-minute spot. 'It started with good intentions. A way to motivate behavior, to codify gift-giving, streamline deliveries. But—naughty or nice? As if some kids don't have enough to worry about, only to have me judge them without context, without perspective.'"


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