We all know Christmas is big for business so Christmas ads must be big too. John Lewis, that bellwether of the British high street, usually leads the pack. Its lavish TV offerings rarely fail to tug at the heart strings or loosen the purse, and this year is no different with a theme centred round the loneliness of old age. Like I need reminding that, childless as we are, our incontinent years might be a little bit crap. John Lewis has been criticised for spending so much on a TV campaign when they could have donated to charity instead. I’m all for bashing the corporate world for not paying their dues and not doing their bit. But in this case, the reproach is a tad misplaced. The campaign is supported by Age UK and has resulted in thousands of extra volunteers for the festive period. Besides, it’s our collective responsibility to care for the vulnerable, not a shop’s.
We also know Christmas is all about over-excited kids brainwashed into wanting bigger and better, faster and flashier. It’s all down to cynical marketing and playground peer pressure: pester-power is the biggest bang in the advertiser’s armoury. Or is it? Grab a tissue and watch this clever message from IKEA Spain. It had me in floods.
The moral of my story? Spend more time with your kids and spare a thought for the two old fairies at the bottom of the garden.
With thanks to John Lennon for the title of this post.
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