• by Fern Siegel , December 13, 2024

Creative agency Majority is behind the holiday campaign for the Swedish Fish candy.

The work runs online throughout North America until New Year’s on YouTube, Facebook, TikTok and Instagram.

In the 50-second spot, Santa drops into a house on Christmas Eve and discovers a box of Swedish Fish in one of the stockings. After sampling, he's on a mission to grab them everywhere in the house.

“I deserve this,” he says to himself. As the kids watch Santa’s candy theft, they call 911. Once sirens are heard,  Santa beats a retreat. The tagline: “Be Sel-fish.”

“With an uptick in Gen-Z interest in the brand on social, we set out to modernize our Swedish Fish brand messaging and celebrate the product’s unique qualities in a competitive category. Majority’s creative idea to leverage a benevolent character like Santa really unlocked the campaign to land the absurd lengths one may go to to be ‘sel-fish’,” said Lauryn McDonough, senior director of Candy, Mondelez. 

Majority’s clients include Sprite, GM, the NBA’s G League and the CDC.