“The true Christmas spirit is about you caring enough to give to somebody. “
“SANTA GIVES, NOT RECEIVES… NOT THIS CHRISTMAS,” says GIGIL’s Chief Creative Officer and Partner Badong Abesamis. The holiday season is a time when Filipinos give gifts to people who are dear to them.
Airline brand AirAsia wanted to encourage this practice, by giving tribute to those who give of themselves during Christmas. And who better to symbolize these people than Santa Claus?
In a holiday video, Santa is caught on the receiving end of people’s generosity. Made by the creative minds behind GIGIL, the film has been shared 5,000 times as of press time.
In their newest spot, AirAsia Philippines features the story of John Wallace, a retired Canadian doctor who has been playing Santa in the Philippines for the past ten years.
Wallace has made it a yearly habit to dress as Santa and visit children’s schools and hospitals, bearing gifts and hugs for everyone.
In particular, Wallace has been visiting children of the SpEd (SpecialEducation Program) at the City Central School in Cagayan de Oro. His presence has become an annual event for the children, who look forward to his visits with great excitement.
As revealed at the end of the spot, round trip tickets were given by Air Asia to John Wallace to support his mission of spreading joy to children in more places.
However, AirAsia notes that Wallace can’t complete his mission alone. One man can only be in so many places, after all. The message closes with “Wherever you are this Christmas, be a Santa,” encouraging viewers to take part in Wallace’s mission to spread joy this holiday season.
Thank you for your wonderful report. I’m truly blessed to be in the Philippines with all these wonderful people. You are the kindest and most loving people in this world. I love you all.