Wunderman Thompson’s holiday campaign for Marine Corps Toys For Tots Foundation reminds viewers of the power of giving

Wunderman Thompson
Full Service
New York, United States
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This Christmas, Marine Toys for Tots, the U.S. Marine Corps Reserve’s premiere Community Action Program, is inspiring donations to children in need through a new PSA campaign airing on broadcast and radio throughout the holiday season. The heartfelt 60 second spot, “Anyone Can Be Santa,” tells a story centered around the simple yet magical connection between a donor and a child in need. 

“Anyone Can Be Santa” reminds viewers that a bit of Santa’s magic exists inside of each of us, just waiting to be unleashed -- It’s the power of giving in action. For children everywhere, Santa is an elusive character that delivers the magic of the holiday season each year. We want people of all backgrounds across the country to realize that when they give to Toys For Tots with the Marines, they too can be Santa for a child.


Creative agency Wunderman Thompson worked with director Madeline Clayton to create a piece that feels inclusive and clearly showcases how ordinary people can make a difference by donating to Toys For Tots – dismantling the stereotype that only a certain type of person can be generous. 

Wunderman Thompson shot the 60 second spot with Curfew across Brooklyn and Queens, casting local Marines in the scenes. Bleeding Fingers developed the scoring that supports the emotion of the story. 

“We hope this spot inspires the viewer to recognize that this holiday season, it’s simple to make a child’s Christmas wish come true: anybody can donate, anybody can help a child in need, and anybody can be Santa,” says Jared Kozel, EVP, Executive Creative Director at Wunderman Thompson.

Over 830 local toy collection and distribution campaigns will be conducted by U.S. Marines and volunteers in all 50 states, DC, Puerto Rico, Guam, and U.S. Virgin Islands. 


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