Christmas Commercials: Some Classic, Some Not So Much

Only one week to go; hit that shopping panic button! Lamentably when we think of Christmas it is usually in a non-religious aspect. You know, the commercial greed-driven exercise in consumerism. If there is a good side to this, it’s that the season of peace on earth and goodwill toward humans has spawned numerous fine television commercials. Coca-Cola has nailed it at least twice with the warm and fuzzy Hilltop Singers wanting to buy the world a Coke, and those adorable polar bears. Even Canadian Tire had its Scrooge character who heralded the beginning of the season with his appearances during hockey broadcasts. I wonder why they got rid of him… Alas not all Christmas-related ads are winners.

When it comes to the consumer take on Yule festivities, it has long been said that Christmas is for children. Youngsters ripping open presents and yelping in glee as they uncover a long desired, and no doubt much-advertised, gift is a goal of most parents.

This whole happy kids, sugarplum fairy vision is nothing short of heartwarming, when portrayed by children. Adults dancing in joy upon receiving some sought after item is significantly less Norman Rockwell-ish. Too bad no one told Sears Canada!

In one of the more asinine seasonal attempts to separate people from their money, the current Sears television advertising campaign features adults opening gifts and doing an “I got it” dance upon seeing the contents while other family members look on. It doesn’t work. I’m a big fan of funny advertising. If the goal was a cute spoof of a child’s reaction on Christmas morning, a few head shakes, eye rolls and a chuckle from the others may have done the trick. But no …..

Instead of a light chucklesome ad, these folks come across as greedy fools. It’s no wonder Sears is closing stores.

DCS_Grad_2 DCMontreal – Deegan Charles Stubbs – is a Montreal writer born and raised who likes to establish balance and juxtapositions; a bit of this and a bit of that, a dash of Yin and a soupçon of Yang, some Peaks and an occasional Frean and maybe a bit of a sting in the tail! Please follow DC on Twitter @DCMontreal and on Facebook, and add him on Google+



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