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Loxam Sends Santa's Reindeer Job Hunting in a Generative AI Christmas Film
Loxam's 2025 Christmas campaign, titled "Santa's reindeer takes on odd jobs" and created by agency New Business, is a generative AI-produced film in which Santa Claus adopts a Loxam freight lift for his deliveries, rendering his reindeer redundant and forcing the animal through a succession of absurd employment — guard reindeer, customs reindeer, and coat rack in a luxury restaurant — across France and multinational Europe.
The campaign marks a deliberate extension of a seasonal content platform that Loxam and New Business first established for Halloween 2025. That earlier film introduced the idea of anchoring Loxam's core equipment-rental proposition to key moments in the cultural calendar, and the Christmas instalment deepens the creative logic: by making Santa himself the rational upgrader, the brand positions equipment rental as the self-evident choice for anyone with a job to do, no matter how fantastical the context. The underlying message — that Loxam is the best place to rent equipment whatever the job or time of year — travels through comedy rather than specification sheets.
In France, the film premiered on broadcaster M6 on December 17, 2025, during the FIFA Intercontinental Cup Final, with placements before the match, during halftime, and after the final whistle, according to Clapboard. The campaign then extends across multinational Europe, running in the Baltic States, the United Kingdom, Ireland, Italy, Portugal, and Spain, as well as in Brazil. Supporting content across Instagram and Facebook amplifies the film for social audiences, consistent with New Business's stated design brief of creating mass-media advertising at the speed of social. The campaign carries a Clapboard Score of 56 out of 100.
Loxam enters the 2025 Christmas advertising season with a clear strategic thesis. The reindeer — an icon of traditional, pre-industrial effort — functions as a metaphor for inefficient working methods, while the Loxam freight lift stands in for speed, practicality, and modernity. The displacement of one by the other is the campaign's entire argument, delivered without a single frame of a construction site or a product catalogue.
This creative approach reflects a wider recognition within equipment-rental marketing that B2B and B2C audiences alike respond to brand personality rather than purely functional claims. Loxam has a documented history of investing in communications beyond the transactional: as reported by Loxam's own corporate materials, the company worked with Publicis LMA in 2018 on a customer-service communications programme designed to reinforce its position as a reference rental company for professionals, and in 2019 collaborated with SuperCafard and JCDecaux Artvertising on a large-format campaign promoting Europavraket across French outdoor media, per versus-agency.com. The 2025 Christmas film represents a maturation of that ambition — a move toward a recurring narrative franchise rather than isolated activations.
The competitive context in France and across multinational Europe is substantial. Loxam operates in a market alongside major European rental operators including Kiloutou and Cramo, both of which compete on network density and service breadth in overlapping geographies. Against that backdrop, brand differentiation through cultural relevance becomes a meaningful lever. The global equipment-rental market is estimated at approximately 178.0 billion US dollars in 2025, projected to reach 260.0 billion US dollars by 2034 at a compound annual growth rate of 4.3 percent, according to Dataintelo — a growth trajectory that intensifies competitive pressure to build brand preference, not just transactional awareness. Choosing the FIFA Intercontinental Cup Final on M6 as the premiere broadcast moment signals a deliberate play for mass-audience reach in France at a time of high television engagement, according to Clapboard.
The Loxam Christmas film is produced entirely using generative AI. That production choice is not incidental — it is constitutive of the campaign's creative identity and strategic efficiency, allowing New Business to deliver a visually ambitious animated narrative at the cadence that social-first, mass-media campaigns now demand.
The film's narrative structure is episodic and cumulative. Each odd job the reindeer takes — guard reindeer at a corporate entrance, customs reindeer at a border checkpoint, coat rack in a high-end restaurant — builds comedic pressure through repetition and escalation. The absurdity of a reindeer performing distinctly human, institutional roles is the engine of the film's humour, and generative AI enables a visual consistency across these invented environments that would have required considerably more production resource using conventional animation pipelines. The aesthetic sits in a register that is warm and slightly surreal rather than photorealistic, which keeps the tone aligned with Christmas seasonal advertising conventions across France and multinational Europe while still feeling formally distinctive.
New Business, the Paris-based agency credited with the campaign, designed the work to operate simultaneously at mass-media scale — broadcast television during a major live sports event — and at the compressed, high-frequency pace of Instagram and Facebook content. That dual-register requirement shapes the film's pacing: scenes are short, the visual gag lands quickly, and the Loxam freight lift reveal is structured for maximum legibility in a distracted viewing environment.
Production credits for the "Santa's reindeer takes on odd jobs" campaign beyond the agency credit for New Business are not publicly documented in available sources. The film was published on December 18, 2025, and as reported by Adobo Magazine, the campaign is described as a professional integrated and film campaign containing one primary media asset deployed across the campaign's full geographic footprint in France, multinational Europe, and Brazil.
Verified post-campaign performance data for the Loxam "Santa's reindeer takes on odd jobs" film across France and multinational Europe is limited in publicly available sources at the time of writing. The film's YouTube presence, as documented by Clapboard, recorded 437 views and one like in the period following its December 18, 2025 publication — a figure that reflects early-stage tracking of the asset rather than a full measure of campaign reach, given that the primary distribution was through broadcast television on M6 and paid social across Instagram and Facebook.
Structurally, the campaign makes several effective choices that bear on likely performance. Premiering during the FIFA Intercontinental Cup Final on M6 on December 17, 2025 — a high-viewership live sports broadcast — provides significant earned attention for the film's launch in France, according to Clapboard and as reported by Bati-Today. The multinational European rollout across the Baltic States, the United Kingdom, Ireland, Italy, Portugal, and Spain extends the media investment across markets where Loxam maintains operational presence, which is sound alignment between media geography and commercial geography.
The generative AI production method also has structural implications for campaign effectiveness: it reduces production cost and time, which in a seasonal-platform model — where the creative logic must recur and refresh at Halloween, Christmas, and potentially other calendar moments — represents a meaningful operational advantage over conventional production pipelines. The Clapboard Score of 56 out of 100 reflects a campaign that executes its seasonal narrative competently while leaving headroom for deeper creative distinctiveness and measurable engagement benchmarks in future instalments.
Loxam's "Santa's reindeer takes on odd jobs" is a 2025 Christmas film by agency New Business in which Santa replaces his reindeer with a Loxam freight lift. The reindeer then takes a series of absurd jobs across France and multinational Europe. The film premiered on French broadcaster M6 during the FIFA Intercontinental Cup Final on December 17, 2025.
New Business, a Paris-based advertising agency, created the Loxam Christmas campaign. The film was produced using generative AI and forms part of a seasonal content platform that New Business and Loxam first launched with a Halloween 2025 film, building a recurring narrative franchise anchored to key cultural calendar moments.
The campaign premiered in France on M6 during the 2025 FIFA Intercontinental Cup Final. It then ran across multinational Europe including the Baltic States, the United Kingdom, Ireland, Italy, Portugal, and Spain, as well as in Brazil, supported by Instagram and Facebook placements throughout its geographic footprint.
Loxam and New Business used generative AI to meet the dual demands of mass-media broadcast and high-frequency social content. Generative AI reduced production time and cost, enabling the visual ambition of an animated Christmas narrative while supporting the seasonal-platform model that requires recurring creative output at multiple points in the year.
Loxam's "Santa's reindeer takes on odd jobs" campaign holds a Clapboard Score of 56 out of 100. The score reflects competent seasonal storytelling and strong media placement strategy, while indicating room to develop greater creative distinctiveness and measurable audience engagement benchmarks across France and its wider multinational European markets.
The Christmas film is the second instalment in a seasonal narrative platform Loxam and New Business established with a Halloween 2025 campaign. Both films carry the same strategic promise — that Loxam is the best place to rent equipment whatever the job or time of year — using seasonal icons to make that proposition entertaining and culturally relevant across retail services audiences.
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