Thanksgiving has come and gone. The Christmas season is in full swing; its beginning heralded by a host of newly minted seasonal commercials. After all, what is the Christmas season about if not all the things you can buy! Many people agree that Christmas starts as soon as Thanksgiving ends, and what better way to get in the spirit of Christmas than camping overnight outside your local mall in order to trample a mother of four on your way to buy a scarf. How wonderful that Americans are so eager to start shopping for Christmas that Black Friday has become a day of rabid consumerism! Cynics might say that the true message and spirit of Christmas is dead, that Christmas has devolved into a purely commercial holiday. All jokes aside, I don’t think the state of Christmas is so grim. Ironically, some of these new Christmas commercials seem to strike the right kind of balance: making just enough room for holiday spirit and cheer in this season of American materialism. (Or is it the other way around?) The best commercials can tell a story, and these gems provide a great variety of heartwarming, merry, and at times moving Christmas snapshots. Here’s a lineup of my faves from this Christmas season:
1. Heathrow Airport
Aww…how adorable is that! They even hold hands on the travelator and kiss under the mistletoe. The choice of teddy bears might have been a tad sentimental, but after all, the comparison of grandparents to teddy bears is apt—both are warm, comforting, snuggly, and great with children. I love this one because it’s subtle; the story is about the grandparents and the reunion, not the airport. Their feeling of homecoming is something that can be universally felt.
2. Apple
The first time I watched this one I might have actually shed a tear when Frankenstein’s green light fizzled out. What started as a potentially sad and lonely Christmas for Frankenstein is transformed into a warm and joyful one with the help of a cherubic young girl. This is a reminder that the Christmas season is about love, and sharing that love with everyone. Well done, Apple.
3. John Lewis’s Buster the Boxer
Everyone knows the secret to success is to add a puppy, and this commercial is no exception. Buster the boxer steals the show on Christmas day, enjoying the trampoline present that was not for him. The other animals playing together add the right kind of magic that is fabled to happen after nightfall on Christmas Eve. Someone with too much time on his hands even made a parody version of this commercial featuring Donald Trump and Hillary Clinton.
This one, while not explicitly about Christmas, was released recently in November and involves giving gifts and sharing love with everyone. The kind of friendship, love, and selfless giving exhibited by the men in this commercial is exactly what the Christmas season should be about. Whoever is making Amazon’s commercials deserves a hefty raise. Check out this other one, which happens to be my favorite commercial of all time and really tugs at your heartstrings.
5. H&M
Wes Anderson’s quirky style makes this commercial come to life. The conductor’s effort in making Christmas special for his passengers is sweet and generous. Makeshift Christmases might not be ideal, but they can be just as charming. Christmas should be special and shared no matter where you are.
6. Comcast Xfinity
Who on earth decided grandparents reading mean tweets would be a great premise for a commercial? Strangely enough, it seems to work out for all parties involved. I’m not so sure being off the grid is as dire as all that, but the happy family scene and cozy atmosphere sure makes this a cute story no matter what.
7. Waitrose
Adventure is the spice of life, although this little bird seems to have experienced a possible overdose in his journey home. Nevertheless, he makes it home in one piece and there’s a mini pie waiting for him to boot, and mini pies are the spice of Christmas.
8. M&S
The Brits are really owning this seasonal commercial thing, with Heathrow and Waitrose and now M&S! I think everyone with a sibling can really appreciate the message in this one, but the real star of the show is Mrs. Claus and her exciting secret life. You go, Mrs. C, you’re a strong, independent woman who doesn’t need Santa to get the job done. Also, did anyone else notice she was reading Fifty Shades of Red the next morning? LOL.
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