A tale of distant love

Every year it happens. I resolve that I will not get sucked in by the big budget Christmas adverts – and yet every year I do. This year’s John Lewis offering is no exception. In a departure from the cutesy animated creatures and fluffy penguin of previous years, this one evokes a message of love across the generations and across the miles. If you click on the still below, you can watch the whole thing.

CLICK to see the whole advert

Apparently, John Lewis did not send a film crew (and aged actor) to the moon to make it – but took over film studios formerly occupied by the residents of Hogwarts. Much has been made of the partnership with Age UK in the advert. In reality, though, they get no mention on it – although the sales of mugs, cards and gift tags will generate profits for the charity. Other related merchandise will aim to raise awareness, rather then funds – although customers are encouraged to text and give. Amongst the merchandise is the curiously named item below. What exactly is ‘certified Christmas wrapping paper’, I wonder?

In the end, the advert is two minutes’ of rather beautiful filming, and I take my hat off to those behind it. At least they avoided replacing Jesus with a handbag, unlike another Christmas ad. Two things strike me though. The first is that the idea of sending a gift at Christmas to assure someone far away that they are loved stretches all the way back to a baby’s cry in a manger. The other is that the advert’s most arresting line is the one on the still above – the Christmas story is, indeed, to ‘be continued’.