Almacenes Alprecio: Santa Hates Us

In a category where Christmas communication tends to look and sound the same, retail brands usually play it safe: familiar colors, familiar characters, familiar promises.

“Santa Hates Us” was created to break that pattern.

The campaign reinterprets one of Christmas’ most untouchable icons to bring irony, honesty and cultural relevance back into the conversation. Instead of idealizing the season, it embraces its chaos and contradictions, connecting with Ecuadorian audiences through humor and self-awareness.

By deliberately stepping outside the traditional Christmas narrative, the campaign proves that retail can take creative risks without losing emotional connection, and that sometimes, standing out means daring to be on Santa’s “naughty list”.