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Five years ago, one of the most iconic Christmas sketches ever aired on Saturday Night Live. It's called simply, "Christmas Robe," and it depicts an average American family excitedly waking up on Christmas morning, running to the tree, and opening their presents. In song form, each member of the family takes turns rapping about their own gift haul: A hat, a drone, a pinball machine...

Except for poor mom, played perfectly by Kristen Wiig, who only got a robe—that was 40% off. Things only get worse for Mom as she discovers that her stocking is also empty and she must now go make the family breakfast while everyone plays with their new gifts.

If you haven't seen it, here it is. It's well worth watching in its entirety:

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The sketch got a lot of laughs and resonated deeply with people—especially moms—who watched it.

It's no big secret that moms are the primary makers of Christmas magic in most Western families. While they get joy out of making the holidays special for their families, it's a lot of exhausting work, made worse when it goes unnoticed and unappreciated. It's implied, of course, that Kristen Wiig's character bought everyone their presents while no one in the family bothered to think of her at all.

Jessica Cushman Johnston writes for Motherly: "[Making Christmas magic] is not something my husband or my kids put on me, it’s my own deal. It’s also a tinsel-covered baton handed down from generation to generation of women. As a kid, I just thought the warm fuzzy feelings I felt on Christmas morning 'happened.' Now I know that the magic happens because someone is working hard, and now that someone is me."

Kristin Wiig's character beautifully says it all with the dead-inside expression as she feigns excitement over her lonely robe. In just two and a half minutes, the cast and writers managed to capture a frustrating feeling that millions of women relate to.

The sketch spawned discussions, think pieces, and even parodies when it aired in 2020. Real moms took to social media to "show off" their own robes in an act of solidarity. The sketch had, one could say, a moment. And then, quietly, it retired and took its place in the SNL holiday hall of fame, destined to be re-watched for years to come.

And then something funny happened. People kept tuning in. The skit continued to reach new viewers, and somewhere along the line, a few people actually learned something from the extremely silly sketch.

Saturday Night Live's YouTube and social media are full of comments from viewers who say the sketch opened their eyes in a very real way. And even better, that they're changing their behavior because of it:

"As a retail worker, I actually heard multiple people reference this sketch while buying presents for their wife/mom this year. Thanks SNL!"

"This skit changed Christmas in our house. The year it aired my husband made sure I didn’t get a robe and since this aired (okay, two Christmases have gone by) it’s a joy to see boxes under the tree and a full stocking- now in our house when I’m forgotten my husband says, “you got a robe” and adjusts the situation. Never thought a skit could change my life."

"I just saw this first time. I'm definitely going to buy better present next Christmas to my mom."

"A few years ago, I got a robe. This year, I got a new iPad plus all the accessories. SNL doing all the moms a solid."

"As a grown man, this skit is the first time I've realized how true this is. And now I feel so damn awful :( Gonna bombard moms with the presents this year"

"Seriously! I got a bunch more stuff for my mom after seeing this! It's so accurate. No more robes for mom!"

"I was laughing at this, then realized my mom's stocking was empty and ran out and bought her a truckload of stuff. Love you Mom!"

"Thanks, SNL. After watching this with the family, I had the most bountiful Christmas ever!! And the gifts were wrapped instead of left in the bags the came in."

"This video did more to stimulate spending on Moms this year than almost anything else, guaranteed. Look at SNL actually making a difference with their humor"

The comments go on and on, with the video now reaching over 12 million views. Some moms changed their behavior, too, after seeing the sketch:

"This is spot on, and exactly why I now buy myself Christmas presents, without feeling guilty about it."

The trouble of moms unfairly shouldering too much labor around the holidays (and, well, most other times of the year) is not a new problem. Not by a long shot. So why has this skit reached people when other forms of messaging has failed to sway them?

Marie Nicola, a pop culture historian and cultural analyst, says that no amount of deeply serious essays or shrugged off "mom is complaining again" can fix what satire easily addresses. That's the power of comedy at its best:

"It allows the audience see what was historically unseen or ignored, and it validates the labour as visible and concrete, without being accusatory because it wraps the whole thing up in camp comedy and exaggeration. The skit makes it safe to laugh. This is what psychologists call benign violation," she says. "SNL is showing viewers that something is wrong but they have made it safe enough that people can laugh at it instead of feeling attacked. Once the defenses drop, then recognition can flow through that opening."

The Humor Research Lab writes that humor occurs when an accepted "norm" is violated in a benign way—that's the benign violation Nicola's referring to. "Jokes ... fail to be funny when either they are too tame or too risqué."

The best pieces of satire—the ones that reach the highest levels of cultural relevance—thread that needle perfectly. The norm, in this case, according to Nicola, is that it is "a privilege to curate the perfect holiday experience for the family, the gift is the joy in the moment and their memories for years to come." We're not allowed to talk about the dejection and exhaustion that come from all that hard work. This sketch gave a lot of people permission for the first time to do so.

It’s not the first time that SNL’s comedy and satire have had a palpable effect on how we view the world.

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Once SNL performed the "More Cowbell" sketch, none of us could look at the bizarrely overproduced "Don't Fear the Reaper" the same way again. An old Eddie Murphy sketch got a lot of laughs out of the idea of "white privilege" long before it became a commonly known concept. And people had a hard time taking Sarah Palin seriously after Tina Fey's spot-on yet over-the-top impersonation, with studies later investigating the "Tina Fey Effect's" impact on the election.

And now, the more than 12 million people who have seen "Christmas Robe" are going to have a hard time looking at Mom’s empty stocking without being reminded of Kristen Wiig’s pitch-perfect performance.

Of course, "Christmas Robe" continues to land and connect with viewers today in part because it has not solved the problem of household inequities. The phenomenon continues to exist in spades. But the fact that it’s made even a small dent is pretty remarkable for a two-and-a-half-minute parody rap song.