Most advertisements wholly embrace the materialistic aspects of our society, listing the elements of their products that matter most to consumers. But few ads shine light on issues that fall under society’s radar and genuinely capture the spirit of Christmas. A recently released John Lewis ad does just that.
https://www.youtube.com/watch?v=wuz2ILq4UeA
The advertisement is a metaphor, not for the product, but for people, and it reminds us what Christmas is really about. It shows how an act of kindness and compassion by a young girl gives a lonely old man the ability to interact with a world he had been cut off from. The ad starts out with a girl discovering an old man that lives on the moon. She tries to contact him, to no avail. The isolation the man on the moon feels is emblematic of the plight many elderly people face — stuck at home without anybody to interact with for long periods of time, seemingly living on another planet that is devoid of other inhabitants. But the girl gives him a way to reengage with society in the form of a telescope, which is what the campaign sets out to do for individuals who face the same challenges as the man on the moon.
The ad has subtle touches that give it a deep meaning. The fading of laughter and joy whenever the viewer is transported to the moon reflects the isolation the old man feels. The simple gift of the telescope allows the man to become part of the world again, demonstrated by the tears of joy he sheds.
Although this ad is designed to get people to go to a website to buy Christmas gifts, it still spreads an important message and brings attention to an issue that needs to be addressed by society. It also captures the Christmas spirit by showing people that it is kindness and compassion that make a Christmas presents special, not the physical gift itself.
The fact that a person cares enough about someone else to send them a thoughtful gift should be enough to warm the recipient’s heart and make the gift really special. Christmas is about bringing people together, whether that’s through presents or simply taking a day off. In a world that is consumed by materialism, this simpler definition should serve as a reminder that it is the intentions of the gift-giver and not the cost or fanciness of the gifts themselves that make Christmas special.