24 Days of Blogging, Day 3: “Oh, no! My own dog gone commercial”

I’m a sucker for the sentimental, and goodness knows this time of year is coated in schmaltz. One of the things I have been recently looking forward to every year if the John Lewis and Associates Christmas commercial. This British department store, partnered with the grocery store Waitrose, makes a yearly Christmas commercial that one could argue is as much a work of art as a dozen Nutcrackers.

I first discovered these commercials in 2018, when there was a spectacular ad commemorating the announced retirement of Elton John. The mini drama started with Sir Elton sitting at his piano as he begins to play “Your Song.” For the next two and half minutes, the commercial traces him back through the years singing the song with amazing recreations of key moments of his life, ending up at the Christmas morning when as a child he first received the same piano. In the final scene, the child touches the keys for the first time and the picture reverts backs to present day as the mature singer closes the keyboard, as if for the last time. After seeing this ad, I realized that is it possible of commercials to be works of art that transcend their underlying purpose. You can find this commercial here.

Last year’s offering featured a little girl and her friendly dragon who is continually causing trouble with his unbridled enthusiasm, manifesting itself in bursts of flame. These misguided efforts at friendship cause the dragon to be shunned by the entire town, and it is only through the continued friendship of the little girl that he finds a place and acceptance. I must admit that this one did not move me in the same way, though I suspect I identify with a retiring senior more than a children’s fable. However, the level of animation and beauty of the cinematography outdid anything made by Kentucky Fried Chicken. You can find that one here

This year’s commercial is a true work of animation genius. The story consists of a group of linked incidents of people and animals reaching out to each other in acts of kindness and love (an appropriate theme for the year we have just had). The true magic of the commercial, however, is that with every act of kindness, the style of animation changes. I count six shifts within a two minute commercial, though there might be some subtle changes that I missed. While the message is simple, the importance of generosity and love, tying the commercial message to traditional heartstrings at this untraditional time, the beauty and detail of the artistry transcends the cloying manipulation.

Is it ok to admire a commercial of a large corporation designed to encourage the ruthless commerce of the season? I don’t know. However, I think this year that we have to give ourselves an break and take enjoyment where we find it. As Jackson Browne says in his own challenging Christmas song “The Rebel Jesus!” “In a life of hardship and of earthly toil, There’s a need for anything that frees us.” So watch the videos, and if you enjoy them, well, there’s that,

Be safe, be strong.