During the Great Depression of the 1930s the Coca Cola Company created the image of Santa Claus that persists to today. Coke hired a Chicago artist to create a Christmas advertising campaign. The artist, Haddon Sundblom, produced a new archetype for Santa Claus. America during the Great Depression needed a hearty symbol of happy consumerism, and Sundblom gave him to us. The now famous Santa is no fairy tale pixie. He looks like a kindly uncle who enjoys his work. He raids the refrigerator and takes time to play with the family dog.