It’s that time of year again, still pretty far away from Christmas but our economy’s on the rocks and we need to get people shopping pronto. The lights are up in the streets, Paris is ordering another giant, green butt-plug and Black Friday is looming. To fuel this pre-Christmas consumption extravaganza the propaganda machines, I mean televisions, are doing their best to spew out an array of emotive adverts to get us racing further into debt. Here are some of the highlights (well, lowlights).
Sainsbury’s and the 4th Industrial Revolution: this Xmas ad is a simple one, an overworked Dad who works in a toy store (as if we have those in Britain anymore) gets worried he won’t be able to spend enough time with his family at home. As stresses mount and this unforgivably long advert unfolds the Dad’s solution is to automate himself, yup, riding the trend of replacing humans with robots he gets a drone to do his shopping, machines to run the factory production lines and a nodding dog to do his ‘yes-manning’. This radical transformation of our society is being heralded by the World Economic Forum (self-important 21st century Adam Smith types) as the 4th Industrial Revolution but to those of us who aren’t super rich and who don’t work in think tanks it heralds loss of jobs and increased social atomisation. Thus, rather than an uplifting advert this is actually a bleak prophecy of things to come, worthy of a Black Mirror episode, but Sainsbury’s do give a great nod to diversity in British society as people of colour and different faiths appear in this advert, of course, the protagonist is still a white guy proving that the supermarket will go some of the way but not all of it.
Lidl/Aldi: Nostalgia and the Dangers of Anthropomorphising Vegetables: at least these ones are short. Lidl’s is called Homecoming (yup, it has a title) and is about a family redecorating their Grandad’s old cottage out in the countryside in time for Christmas day. This is a blatant play on British nostalgia for the countryside and ‘family values’, which today are, of course, being trashed by urbanisation and rural poverty, which are both exacerbated by supermarkets taking jobs away from farmers and forcing them to engage in unsustainable farming methods. This advert is effectively a nostaligc lie about what our past once was but probably actually wasn’t. Meanwhile, Aldi’s advert (Aldi is another German superchain and Lidl’s top competitor) shows a carrot running across a Christmas table laden with food – he runs past the corpses of other carrots, the mashed remains of dead potatoes and even gets the skin of his back grated off – all so he can reach the plate by the fireplace with a mince-pie for Father Christmas on it. The carrot gets its wish and, unlike all his dead and eaten friends, ends up caught in the antlers of a reindeer at the front of Santa’s sled, perhaps a subtle nod to the idea of the carrot and the stick, and this time the carrot is incentivising us all to eat loads and buy even more. Whilst funny this advert does highlight the dangers of anthrompomorphising vegetables because, ultimately, we kill, cook and eat them.
M&S Does Sexism: I would mention the Waitrose and John Lewis adverts but their over-reliance on creepy CGI animals and their unrealistic plots really let them down this year (a normal robin would not survive that journey and besides the fact animals don’t use trampolines they also don’t get on that well: the badger would attack the foxes, the foxes would eat the squirrel and the second the hedgehog landed on its back the foxes would be eating that too). Although, this US election result take on the JL advert is inspired and depressing! Instead, it’s M&S, which shows Santa Claus heading off to do the rounds leaving Mrs Claus at home. Not only does she lie to him when he asks if any “last requests” have arrived in the post and she says “no, just bills” – actually, there was a letter addressed to her and unless her bank uses crayons it’s pretty clear it’s not a bill. It turns out a young boy threw his sister’s trainers at a dog and she cried a lot (typical girl, amirite) so could Mrs C sort this out. Sort it out she does: changing into a highly impractical dress given the weather, getting on a jet-ski, into a helicopter and flying half way round the world to add a final present to the pile her husband will have just put under the tree. She even has a cheeky bite of mince pie but not a big one because women have to be dainty in their eating behaviour, amirite! Naturally, the sister is overjoyed because all girls care about is clothes and shoes, amirite! So, not only does Mrs C do the dirty work of a young boy too lazy to buy his sister a present but just before Mr C gets home from his worldwide trip she hides all the evidence: her secret HQ (think bat cave meets festive cheer), her cool dress and even the letters she receives from kids all vanish behind the wall. She even pretends to have fallen asleep whilst reading a book called ‘Fifty Shades of Red’ (because women only care about sex with sociopaths, amirite) and when Mr C asks how her night was she says, “oh, you know, quiet.” Um, not true! So why is she lying? She tells her husband it “wouldn’t be fun if you knew all my secrets” whilst giving the audience a knowing look and she’s basically asking us to collude in patriarchy, where men’s egos are so fragile the thought that a woman can contribute to the working world is just too much. Mrs C would rather weave an incredibly elaborate web of lies and deceit rather than have her husband know quite how resourceful and independent she can be. Talk about #masculinitysofragile. Either that or she’s just very bored of her marriage.