Santa gets a logistics upgrade in Loxam ad

New Business has developed a Christmas chapter in an ongoing campaign saga for equipment rental company Loxam, building on a first film released around Halloween. The work continues a seasonal storytelling approach designed to reinforce Loxam as a year-round destination for equipment rental.

The campaign centres on a Christmas-themed film that reframes a familiar festive narrative to demonstrate efficiency and problem-solving. It positions Loxam as relevant even in unexpected scenarios, including Santa Claus’s own delivery challenges.

A seasonal film built with generative AI

The film features a reindeer moving between a series of unusual jobs, ranging from security duties to working as a coat rack in a luxury restaurant. The storyline reveals that Santa Claus has replaced traditional methods with a Loxam freight lift, allowing for faster and more efficient gift delivery. The scenario is intended to integrate naturally into the Christmas period while reinforcing the brand’s functional message.

Produced using generative AI, the film reflects a faster and more flexible production model, aligned with seasonal timing and cultural moments. The campaign premiered in France during the 2025 FIFA Intercontinental Cup Final on December 17 and will run across multiple European markets as well as Brazil.

Social-first thinking supports campaign rollout

Alongside the film, the campaign includes supporting content on Instagram and Facebook, using teasers and short-form formats to extend reach and frequency. This approach is designed to create multiple touchpoints and maintain momentum beyond broadcast.

The project highlights the Heroiks Group’s integrated capabilities across creative, media, social and AI-driven production. By compressing timelines and production costs, the team delivered the film and its social assets in under three weeks, applying social media speed to a TV environment.

Alexandre de Fenoyl, Director of Operational Marketing, Communication and Sales, Loxam: “With this campaign, we’re continuing to shape Loxam’s communications toward more agile ways of speaking, closer to how audiences engage today. By combining AI with a strong creative idea, we show that it’s possible to combine the impact of mass media with the responsiveness of social, while staying true to the brand’s DNA: making professional equipment accessible to everyone, in every situation.”

Florence Couvidat, Deputy Managing Director at New Business Agency: “This campaign shows our ability to produce TV work at the speed of social media. Generative AI helped streamline production, but the impact comes from the creative idea. The result is a sharp campaign designed to land immediately.”

www.loxam.com

www.newbusiness.fr

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