target has unveiled a second installment of its Christmas campaign, starring a fictional member of the store’s team called Kris, who acts as a modern version of a Christmas icon such as Santa Claus.

Kris shows up to help customers with tasks like choosing a turkey for Thanksgiving. The character, who is a muscular version of Santa Claus with a tight red sweater and gray hair, is described by a shopper as “strangely attractive.”

“Kris from Target” has launched with a media plan that covers social networks, television, streaming and short videos.

“Kris from Target” features four 30-second ads, 10 15-second ads and nine 6-second videos, in addition to several ads in Spanish. Target’s Christmas campaign will run until the end of the Christmas holidays.