Meet Santa’s publicist

Let’s get this straight: He goes in to peoples’ houses uninvited (trespassing and/or breaking and entering), eats their food (theft), probably tracks in soot from the chimney (destruction of property), forces reindeer to haul his plus-size keister across the globe in a single night (animal abuse), and wears that red suit (crime against fashion). And yet Santa Claus is one of the most beloved people of holiday lore. But how? It seems he’s got a great publicist. Thought Catalog explains how it all started.

At Diesel, the “Magic of Christmas” goes beyond Santa’s PR team. The fashion retailer launched a three-part Web series in which it hypnotized a cast of spellbound models into believing they were a bunch of fervent five-year-olds eager to open presents. See episodes two and three after watching part one below.