Marketers take note—What we call 'hot' is changing

Target, you’ve officially made me believe in Santa again.

Sexy Santa, that is.

Yes. I said what I said.

The jolly, cookie-crunching caricature we’re used to looks a little different in this year’s Target ads, 'sleighing' in more ways than one.

Target’s Santa has traded his usual red suit and belly for a salt-and-pepper beard, a quarter-zip red sweater, and perfectly groomed charm. Needless to say, the internet is eating him, I mean it up.

With Christmas just around the corner, Target has rolled out a new series of commercials featuring model Brent Bailey as Target employee ‘Kris. K.'

And he is no average Santa Claus.

Titled ‘Born to Be Kris,’ the first 30 seconds ad shows the silver fox driving a red Ford Bronco with the license plate 'Sleigh.' He hops majestically out the car outside a snow-dusted Target while 'Born to Be Wild' by Steppenwolf plays in the background.

All I could think watching it? Mrs. Claus, you are one lucky woman.

Bailey posted the series to Instagram, sparking a surge of mesmerised fans commenting on Santa's timely glow up.

'I don’t know how I feel about Zaddy Santa,' one user commented.

'Why is this video 2 hours long?' another said.

But here’s the genius behind this move, beyond the obvious appeal to their target demographic.

By leaning into an unexpected and 'diverse representation' of the holiday icon, Target has managed to stand out in an oversaturated season of bland, cookie-cutter Christmas campaigns.

It’s proof that hotness—in all its forms—can make people talk, laugh, and most importantly, pay attention.

It’s not just about thirsting over a fictional character in a red suit—though that’s certainly part of the fun. It’s about how brands are leaning into a broader, more unexpected idea of what’s 'hot' to grab attention and spark conversations.

And, well, it’s working.

Hot Santa isn’t an anomaly; he’s the latest in a long line of unconventional heartthrobs.

Think Pedro Pascal’s internet daddy moment or Jeremy Allen White’s messy chef but make it swoon-worthy energy in The Bear.

This isn’t your typical glossy, six-pack hotness. It’s hot with a twist: charm, personality, and relatability.

The shift is clear: 'hot' is no longer confined to youth, perfection, or even traditional attractiveness.

It’s layered, nuanced, and—most importantly—interesting. And audiences can’t get enough.

Other stand-out moments in the rise of unexpected hotness:

• Steve Carell becoming the internet’s older-man crush with his salt-and-pepper glow-up.

• Rihanna redefining maternity style as the hottest thing since sliced bread.

• Even animated characters—hello, Hot Shrek memes—are getting their turn, much to my dismay, might I add.

What ties them all together? A mix of relatability, charm, and a cultural wink that says, we’re all in on the secret.

Why does Hot Santa work so well?

Because he’s fun.

The ad doesn’t feature your typical unattainable, model carved by angels in a bespoke suit. Instead, they’re giving us an unconventional hottie in the shape of a holiday icon. Well, maybe more in shape.

This reflects a broader trend in marketing. Sure, physical attractiveness can grab attention. But in a world oversaturated with airbrushed perfection, memorable beats manufactured. A good-looking character is nice, but a good-looking character with personality? That’s viral gold.

Why? Because everybody deserves to be hot.

The popularity of Sexy Santa showcases the power of inclusive representation. Because hotness isn’t monolithic—it’s expansive. And it’s about time brands embraced that.

For years, Dove’s Real Beauty campaign led the charge, showing beauty in all its forms. Rihanna’s Savage x Fenty has continued to redefine what sexy looks like. Now, brands like Target are sneaking diversity into their campaigns—not just in who they show but in how they show them.

Hot Santa is older, curvier, and more relatable than your average Calvin Klein model. He’s aspirational, sure, but also approachable. And that relatability is what makes him stick.

But why stop at Santa? Where’s our Hot Mrs. Claus? Hot Elf? Okay, hear me out...hot GRINCH?? The possibilities are endless—and inclusive marketing has never looked more appealing.

How to nail the new hot.

For marketers looking to tap into the power of unexpected hotness, here are a few pro tips:

Be self-aware: Hot Santa works because he’s cheeky. There’s a wink to the whole thing, and audiences love feeling like they’re in on the joke.

Celebrate diversity: From body types to age to identities, showcasing a range of 'hot' is not just a good look—it’s a cultural necessity.

Lean into culture: Campaigns like these thrive on being meme-able. If your audience isn’t laughing with you, they’re probably laughing at you.

The takeaway?

Hot Santa may be a thirst trap in a red sweater and khakis, but he’s also a sign of the times.

Audiences are over the one-size-fits-all idea of attractiveness. Instead, they’re drawn to characters who are relatable, surprising, and—above all—fun.

This cultural shift offers a huge opportunity for brands. By embracing a more inclusive, nuanced idea of hotness, you’re not just making headlines—you’re creating campaigns that resonate on a deeper level.

The days of generic 'hot' are over. Today, hot is playful, diverse, and delightfully unexpected. So, here’s to Hot Santa: the gift we didn’t know we needed and a reminder that, in marketing, the best move is to redefine what 'hot' can be.

Now if you’ll excuse me, I have to inquire about mall Christmas photos and if they still let you sit on his lap.

-Sophie, Writer