In this holiday campaign for PostNord, Sweden’s postal service, Santa Claus gets a little overwhelmed by new conditions. While it might seem like a feel-good story for the holidays, the campaign actually has a deeper meaning. The tale told in the ad mimics many of the struggles that PostNord itself has faced in recent years as it’s struggled to keep with the rise of e-commerce. Thomas Backteman, communications director at PostNord, said the film is “primarily aimed at making people smile” during such a hectic time of year.