The John Lewis Christmas Ad has, in recent years, become a bit of a tradition. Every year, vast amounts of money are spent on creating a super-slick production that seeks to capture the true spirit of the Christmas season. A couple of weeks ago we were delivered the latest instalment; another visual treat that was (literally) out of this world.



I will admit to being taken in by some of their early ads, but it is now getting harder to see through the expensive gloss and figure out exactly what any of it has to do with Christmas. It could just as easily be any holiday, anywhere. 

Perhaps, in a politically correct world, that is the point. Every year, these well-intentioned and meticulously crafted films predictably deliver a little rush of feel-good, a song that will jump up the charts via the sudden exposure, and a physical product that goes on to be a bestseller. Which I guess is job done as far as the people in suits down in Marketing are concerned. Just as predictably, there is no reference whatsoever to the real mystery, meaning and miracle that is Christmas. 

Which it is why it is pretty cool that this year, this happened. 

 

Have a blessed Advent season.