Leo Burnett Colombia and Coca Cola devised a special treat for taxi drivers who had to work on Christmas Eve. For one thing, their special passenger turned out to be a Mr. Santa. Additionally, he had a very familiar destination for each driver.
The supers are in Spanish but you get the gist of it: Santa had the cabbies drive to their own homes. Afterwards he took their shift and worked for the drivers while they shared the evening with their families.