"Santa Claus sits on a snowy rooftop and ponders traditional notions of kids who are 'naughty' in Wieden + Kennedy New York's stirring PSA for the National Alliance on Mental Illness (NAMI).

"'I think I did this all wrong,' Kringle begins in the two-and-half-minute spot. 'It started with good intentions. A way to motivate behavior, to codify gift giving, streamline deliveries. But—naughty or nice? As if some kids don't have enough to worry about, only to have me judge them without context, without perspective.' 

"As the camera slowly moves in, St. Nick continues to mull the problem in a quietly intense soliloquy. He touches on issues facing young people today—'the news, the lockdown drills, the internet'—and concludes that a label like 'naughty' is just too simplistic. 

"'Naughty or nice? Isn't it just as possible that they're nervous or nice? Uncomfortable-in-their-own-skin or nice? I'm-angry-and-I-don't-know-why or nice? My-impulses-are-beyond-my-control or nice? Hurting or nice? … The world is bearing down on them, and we expect these struggling kids to do—what? Speak when spoken to?'" 

Article: Santa Rethinks 'Naughty or Nice' in W+K's Remarkable Mental Health Ad