Mother (Almost Never) Knows Best: It's Beginning to Look A Lot Like Christmas: The Christmas Advert Debate

Monday, 17 December 2018

It's Beginning to Look A Lot Like Christmas: The Christmas Advert Debate

I know that I am super late to the party (but you know, life) but I want to talk to you about Christmas adverts. This year there seems to be a lot more debate on whether they have hit the (festive) mark.

I don't really remember the year that the yuletide advertisements became a phenomenon but my head wants to say that it was when John Lewis introduced us to the discontented little boy whom we observed crossing the days off the calendar with a frustrated strike of the pen while his parents shared rueful looks over the breakfast table only to discover that his vexation was rooted in his desperation to give rather than to receive. I am not sure we ever did find out exactly what he gifted his folks that Christmas morning (there were rumours of a severed head) but he definitely gave me the long sought warm fuzzy glow that I have been trying to recapture since childhood and the demise of that magical jolly fella in red.

The wait... 

Now though it seems that every one has jumped on the festive bandwagon from Aldi to Sainsburys and Visa to, rather incredulously, Heathrow airport. Correct me if I am wrong, but surely the choice of airport is less based on their ability to stir an ember of festive joy and more based on their accessibility, flight destinations, timing and price. Is there really any one in the UK seeing this on their TV for the first time and shouting "Mavis! Have you seen this? There is an airport in London. Seems to be overrun by bloody bears! Best stick to Southampton eh? Pass me another mince pie." I fear the promotional team may have merely been looking for some light relief having sold their souls as collateral for the fifth runway project.

Bloody bears... 

The big guns have spared no expense this year having enlisted the help of none other than Elton John; a move that appears to have divided the nation. The dreamers watch as Elton takes us back in time through a (fortuitously) glittering career to the Christmas morning when he was gifted a piano by his beloved mother who, no doubt, had to scrimp and save to afford it. They wipe their eyes as they imagine a series of potential virtuosos hurdling down the stairs bleary eyed on Christmas morning to be presented with the gift that will mould their futures. On the other hand, the more cynical members of the viewing population focus on the possible ulterior motives of Mr. John in light of his impending biopic due out next year. They might even comment on the John Lewis Partnership having only recently started selling musical instruments and question the likelihood of this extending beyond the festive period. They appear to be becoming increasingly enraged by the realisation that the multimillionaire might have actually been paid for his appearance.

Oh Elton... 

I find myself between the two camps. I have no issue with Elton John and yet less than no interest in watching his biopic. He is clearly a savvy businessman who is benefitting on all fronts and if I could do the same, I probably would. My issue is that it stirs nothing in me. I can glean no festive spirit from an ageing rockstar sitting on what is clearly a film set dressed to look like a working class house in the 50s pretending that he playing his childhood piano whilst warbling along to one of his (non festive) hits. Where are the bells? Where is the joy? Where is the tinsel damn it!


I myself am taking comfort in the Sainsbury's advert this year. After all, what is more festive than a children's nativity and what bigger role is there than that of the plug? 


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