The Art of the Sell — The X-Files Christmas promo

These posts celebrate the movie trailers, movie posters, commercials, print ads, and other promotional material that stand as their own works of art.

As Christmas approached in 1993, The X-Files was a weird new show plopped onto the Friday night schedule by the fledgling Fox network during the first television season it aired programming seven nights a week. Before the shown became a phenomenon — and before it was swamped by self-serious mythology building — it was still possible to pitch it to the masses in the loosey-goosey manner found in this promo spot cooked up for Christmas time. Gillian Anderson and David Duchovny adopt the skeptic and believer personae of their respective characters as the latter watches the skies for the “benevolent extra-terrestrial” who dons red winter gear for his annual worldwide delivery effort. This warm, playful version of Chris Carter’s famed television creation is the one I like best.

Other entries in this series can be found by clicking on the “Art of the Sell” tag.

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