Jackson, the little boy from Chelmsford, Essex, who once threatened to “punch Santa’s beard off,” has returned in a new video to make amends. In a heartwarming twist, Jackson, now ten years old, takes on the role of ‘Chief Good List Officer’ in a TUI video, apologizing to Santa and offering a chance for kids to win a trip to Lapland.
In the 43-second clip, Jackson reflects on his viral moment at age five, saying, “When I was five, I told Santa I’d punch his beard off if he put me on the bad list.” Despite his repentant tone, he still cheekily asserts he might “punch his beard off” even if he’s on the good list, showing his mischievous side.
The video concludes with Jackson addressing his dad’s concern about a potential Lapland ban, clarifying, “Dad!, I was never on the bad list, this is a myth you made up!”
In conjunction with the video, TUI conducted a study revealing the lengths kids go to be on Santa’s good list. This includes efforts like eating all their dinner, not arguing with siblings, and helping with cooking. The study found that holidays and experiences are top on children’s wish lists, with 45% dreaming of a trip to see Santa in Lapland.
Phillip Iveson of TUI UK & Ireland shared, “Last year alone we took nearly 40,000 Brits to Lapland to experience real Christmas magic, so we’re not surprised that it tops hundreds of Christmas wish lists.”
The competition winner will visit Lapland in 2024 for a memorable Christmas experience. The competition is open for entries from 20 November to 6 December 2023.
Behaviour guaranteed to get a child on Santa’s Good List:
- Being good at school
- Tidying your bedroom
- Going to bed on time
- Doing all your homework
- Eating all your dinner
- Helping to make dinner
- Helping with the vacuuming
- Brushing your teeth
- Avoiding arguments with your siblings
- Putting down the iPad when asked
