It’s already been noted that all those cookies can’t exactly be great for Santa Claus. Would a switch to potato chips help?

Well, probably not. But at least it would be a change of pace—as amusingly illustrated by Rethink in its first work for Lay’s, part of Frito-Lay Canada. In the hero :60 below, Santa is seen coming a bit unhinged by cookie overload, descending into a hallucinatory nightmare before being rescued by a Lay’s-bearing homeowner on one of his stops.

The campaign was informed by Frito-Lay Canada suggesting the holidays are a little too sweet for some people’s tastes. Some 68% of Canadians sometimes want another option to sweets during the holiday season, and more than one-third actually prefer savory snacks.

“This campaign started with one simple idea: What if Santa wanted an alternative to cookies?” said Jess Spaulding, chief marketing officer at PepsiCo Foods Canada. “That really inspired us to think creatively about how Santa could speak for every Canadian who finds themselves wishing for a bowl of chips over the traditionally sweet holiday season.” 

The campaign began last week with an open letter from Santa published in major newspapers, expressing his wish for something savory this holiday. The spot is supported with a national broadcast buy, as well as digital online and social, and out-of-home. 

“We’re thrilled at the opportunity to be working with some of the most iconic brands on the planet,” said Aaron Starkman, chief creative officer at Rethink. “And for the holidays, who better than Frito-Lay to challenge convention and make a traditionally sweet holiday a little more savory?” 

Another Frito-Lay chip brand, Miss Vickie’s, is joining in the fun with limited-edition “All Wishes” holiday bags for those who donate to Make-A-Wish Canada.