It’s quite a paradox. Normally, when commercials appear on television, we tend to make a cup of tea, or at least turn off the sound. But from the beginning of November, when the festive adverts appear, these attempts to sell us stuff suddenly become the hot topic of conversation.
So let’s take a look at this year’s ads and analyze the messages they promote:
1. Michael Bublé knows how to play – and he’s a Christian
In the celebrity category, Rick Astley and Graham Norton make witty but fleeting appearances for Sainsbury’s and Waitrose respectively, while Michael Bublé plays Asda’s quality director.
Crooner approves of supermarket Christmas dishes and sings ‘Walking in a Winter Wonderland’. Who knew Bublé had such great comedic timing? I didn’t and Asda used it expertly.
It’s just a shame they didn’t exploit his Christian faith – which he is more and more open about — but, admittedly, people are unlikely to rush out for their truffle-parmesan pigs in blankets.
2. A Store Worker Outshines a Celebrity
Arguably the star of the Sainsbury’s advert is not Rick Astley, but the store employee who says to him: “Come on Rick, cheese before pudding?” You know the rules. An expertly delivered line.
The supermarket recruited real employees, giving them the opportunity to show off their hidden talents. Maybe this will inspire some of us to explore ways we can give people who usually go unnoticed an opportunity to shine?
And let’s not forget this “rule”. The clip will likely inspire debates about the “rules” of Christmas dinner, which are always a great way to spark conversations and deepen relationships.
3. M&S got everyone talking – but was it necessary?
Days before releasing their advert, M&S released a clip showing Christmas hats being thrown into a fire. The green, red and silver hats sparked many complaints, due to the traditional festival colors also reflecting the colors of the Palestinian flag. Despite filming the advert in August, M&S sadly relented by apologizing and removing the image. Sigh.
But the controversy didn’t stop there, with one headteacher furiously complaining that the advert, showing celebrities casting aside their least favorite Christmas traditions, was “raising the finger” on Christmas values. Again, sigh. In fact, for many, the ad makes a relevant point. Festive traditions can be tedious, which is also hinted at in the John Lewis advert.
Christmas adverts are a welcome source of joyful relief. Why get angry with them? Welcome them as they are without taking them too seriously.
4. Shaun the Sheep is funny And ethics
There are plenty of funny moments in this year’s ads.
There’s a 20-foot Venus fly trap spitting gifts, a fun selection of items given to people by a mother and daughter on their way to the North Pole, Connie and Trevor, and singing oven mitts. But they are outmatched by Barbour, who asks Shaun the Sheep and his intrepid gang to attempt to repair their owner’s worn jacket. Their intentions are noble, if a little amateurish, which makes for a hilarious ad that nods to the company’s repair and re-wax service.
It’s refreshing to have an ad that comes with the welcome (and fun) reminder to buy ethically. Ending is not always better than repairing.
5. Generosity is for life, not just for Christmas
Not surprisingly, many advertisements emphasize virtue. At Coca-Cola, people demonstrate their “inner Santa” with acts of goodwill. Kevin the Aldi carrot receives “the cheese at the factory” for understanding the “true meaning of Christmas” (being good). Amazon asks a woman to buy padded seats so she and her lifelong friends can go sledding, and Lidl asks a raccoon to save a child’s toy monkey (highlighting the toy bank of the store).
It’s interesting to see people praising the ads for honoring the festive spirit. I don’t disagree, but the comments – and even the advertisements – reflect the prominence of these virtues at Christmas, when they are necessary in everyday life. It’s also striking how much we resonate with such virtuous behavior, reflecting how hardwired we are for altruistic living. No wonder the Bible says so much about it.
6. An antidote to commercialism
If there’s one advert that should leave a particularly lasting impression, it’s Shelter’s. It features a young girl who seeks to be good in hopes of fulfilling her wish for a new home. When Christmas morning arrives, she makes a heartbreaking discovery. It’s a powerful tool and an important antidote to the commercialism of other advertising – and one that, for many of us, perhaps hits very close to home.
While most ads play with realism, Shelter relies on a cold, hard reality. Ultimately, we need both on our screens.
7. “God with us”
This year’s ads cover a myriad of emotions, from joy to heartbreak. How wonderful that wherever Christmas finds us this year, we have the promise of Emmanuel, “God with us.” (Matthew 1:23) Let us keep this message in our hearts, because as good as the advertisements are, we cannot rely on them to share the message. TRUE meaning of Christmas.