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Vintage Claus Is Coming To Town

20th century

Vintage Claus Is Coming To Town

Today is Saint Nicholas Day, a holiday children across the world love because they get little treats if they are good (look up the Dutch version of this holiday!). It’s like a prelude to Christmas for which we still need to wait 3 weeks. On this occasion I want to show you vintage posters which show how Coca-Cola’s Christmas ads have shaped our image of Santa Claus as a jolly old man with a white fluffy beard and a wide smile.

Real Santa

Fra Angelico, St. Nicholas Of Bari, 1423-1424

Fra Angelico, St. Nicholas, 1423-1424, Private collection

No white beard, no red hat, no belly… This is how St Nicholas had looked like before his radical makeover by the concern. However, this stern man, looking like any other saint would not have conquered children’s hearts, so Coca-Cola needed to upgrade his look to…

Santa We Know

Haddon Sundblom, My Hat's Off To The Pause That Refreshes, 1931

Haddon Sundblom, My Hat’s Off To The Pause That Refreshes, 1931.


In 1931 the company commissioned an illustrator Haddon Sundblom to develop advertising posters using the image of Santa Claus himself (and not a man dressed up like Santa) to place them in magazines. Sundblom’s Santa debuted in 1931 in The Saturday Evening Post  and appeared also in Ladies Home JournalNational GeographicThe New Yorker, and he was inspired by a 1822 poem “A Visit From St. Nicholas” (commonly called “‘Twas the Night Before Christmas”) by Clement Clark Moore. Moore’s description led to an image of a friendly, pleasantly plump and human saint.

Haddon Sundblom, Give and Take Say I, 1937

Haddon Sundblom, Give and Take Say I, 1937

Sundblom painted the image of Santa using his friend Lou Prentiss, a retired salesman, as a model. Yet when Prentiss passed away, Sundblom used himself looking in the mirror. The children who appear with Santa were based on Sundblom’s neighbors, two little girls, although he changed one of them to a boy.

Haddon Sundblom, The Gift For Thirst, 1952

Haddon Sundblom, The Gift For Thirst, 1952


People got very attached to Coca-Cola images and if anything changed, they sent letters to the Coca-Cola Company with complains. One year, Santa’s large belt was backwards, perhaps because Sundblom’s use of  a mirror, while  another year, Santa Claus appeared without a wedding ring, causing fans to write asking what happened to Mrs. Claus.

Haddon Sundblom, Somebody Knew I was Coming, 1940

Haddon Sundblom, Somebody Knew I was Coming, 1940

From 1931 to 1964, the advertising showed Santa visiting children to deliver toys, reading children’s letters and, of course, enjoying a glass of Coke. Sundblom painted Santa as original oil paintings, which now travel the world and are really expensive, which later were adapted for advertising in magazines and on store displays, billboards, posters, calendars and even plush dolls.

Haddon Sundblom, Santa, Please Pause Here, 1963

Haddon Sundblom, Santa, Please Pause Here, 1963


Happy St Nick’s Day, I hope you’ve all been good and you’ll get a candy today!

 


Magda, art historian and Italianist, she writes about art because she cannot make it herself. She loves committed and political artists like Ai Weiwei or the Futurists; like Joseph Beuys she believes that art can change us and we can change the world.

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