Tears and Tradition
As the air starts to crisp, British audiences eagerly await the annual Christmas advert extravaganza- an event that signals the beginning of a magical season. But who will take the crown in this year’s advert showdown?
M&S
Starring Dawn French, this year’s M&S advert plays on everyday relatability with a touch of festive magic. It begins with French singing Driving Home for Christmas by Chris Rea, it pans out and she is stuck in a long traffic jam and is getting quickly frustrated. She is joined by a Christmas fairy who notices an M&S food van in the distance which she turns into a cozy living room stocked with M&S festive treats. The mood is immediately lifted and French runs towards the van abandoning her car, she invites the other drivers to join her and what was once an unfortunate situation is now a celebration.
The ad finishes on ‘This is not just food, this is M&S Christmas food’, which is a nod to the nation’s love for M&S food and how it brings people together in celebration to enjoy their beloved Christmas selection. However M&S have come up against complaints around the celebrity endorsement of Dawn French due to some insensitive social media comments she had made previously. There have been threats from consumers to boycott M&S due to the upset it has caused. M&S are yet to issue a public apology and though the advert was enjoyed by the majority, some consumers feel there could have been more consideration when hiring Dawn French this year.
Lidl
Lidl have brought joy to this year’s set of Christmas adverts trying to remind the nation what Christmas is truly about. From a child’s perspective and narration, she notices that the festive period makes the world generally more happy and selfless. She observes interactions in public and notices how Christmas draws people closer. The advert states that ‘everyday has a lot to learn from Christmas’ suggesting that the world should be giving and loving to each other no matter the time of year. We then hear ‘There’s more to value this Christmas’ which reaffirms the idea and acknowledges the affordability in a Lidl Christmas.
John Lewis
This year John Lewis broke traditional stereotypes of masculinity in their annual Christmas advert. We watch as a father and a son share a rare, tender moment and are open with their vulnerability. The father receives a Where Love Lives vinyl by Alison Limerick from his son as a Christmas gift. The music triggers ultimate feelings of nostalgia and he is transported back to his youth enjoying the rave scene. Noticing his son in the distance of the rave he stares in disbelief. John Lewis proves just how quick time can go and encourages us to embrace every moment especially with those we love. The advert quotes ‘If you can’t find the words, find the gift.’ which challenges the current crisis of masculinity and the difficulty many men face in expressing their emotions. This advert speaks to all generations to reiterate the importance of showing love to those around you, especially in the festive period.
However the advert also drew in some media scrutiny over the choice of a vinyl record as a gift. The argument was that the same experience could have been shared through Spotify or other music streaming platforms and vinyls are outdated and were unnecessary for the advert.
This trio of Christmas adverts have bottled the magic of the season in different ways. From nostalgia that hits deep, a reflection on society and the beauty of togetherness the adverts this year have stirred up a variety of mixed emotions. Considering the controversy some of the adverts sparked, it is clear that Christmas adverts are more about magical charm but which deeply resonates with the nation. So who was your top choice this year?
By Paige Sutton
