Art art

Haddon Sundblom: the artist who created Santa Claus

2 years ago

In 1931, Coca-Cola decided to make a radical change in its Christmas advertising strategy. The company approached Michigan-born illustrator Haddon Sundblom with a request that was as ambitious as it was visionary: to create a Santa Claus who was warm, familiar, and capable of inspiring joy. To accomplish this task, Sundblom drew on the poem A Visit from St. Nicholas (better known as The Night Before Christmas) by Clement Clarke Moore. The description of the protagonist as a “jolly, plump, old elf” provided him with the starting point for delineating a Santa Claus who was more human, less austere, and incredibly charismatic.

The evolution of Santa Claus: from folklore to pop icon

Before Sundblom’s intervention, Santa Claus was portrayed in very different ways: sometimes as a stern figure, sometimes in green or brown clothes. Sundblom changed everything. Using his neighbor, retired salesman Lou Prentiss as his initial model and later himself (through a mirror), he created an unmistakable character: the classic red suit edged with white fur, a wide belt, sturdy boots and a matching hat. But what made his version unique was his sunny expression and reassuring build. This Santa exuded goodness, warmth and joy-a perfect ambassador for the Christmas spirit and, of course, for Coca-Cola.

A lasting heritage: 35 years of Christmas magic

For 35 years, Sundblom worked for Coca-Cola, producing a series of illustrations that not only solidified Santa’s image but made him a universal icon. His works were created in the studio on the eighth floor of Chicago’s Wrigley Building, and from there they conquered the world. So much so that, even today, the standard image of Santa Claus follows the model introduced by Sundblom. The story of this creative journey is told in great detail in the 1992 book Haddon Sundblom’s Santa Claus by Barbara Charles and J. R. Taylor, a must-read for fans of art history and advertising.

Sundblom did not just give Santa Claus a face; he redefined the collective imagination of the holiday season. His is not only a symbol of joy, but also a shining example of how art can influence and shape popular culture. Thanks to his work, Christmas would never be the same again.