Divisive rhetoric and unrelenting fear have come to define the year in an unforeseen fashion. Our election alone has set the tone for the tumultuous times ahead. But even in this era of unpredictability, advertisers throughout the world refuse to keep quiet.
While companies, such as Marks & Spencer, have invested vast amounts of time, talent, and money into creating memorable Christmas commercials—in hopes of going viral, no doubt—many have accomplished this feat by putting social issues at the heart of their holiday messages. By tapping into themes that foster love and togetherness, brands have the platform to promote unity through universal truths.
But which advertisements have left an indelible impression on the general public this season? Those that devote airtime to emphasizing what ties us to one another instead of what tears us apart, of course.
Based in the United Kingdom, Sainsbury’s 2016 advert combines the charm of stop motion animation and the appeal of James Corden in an effort to convey one simple message: spending time with those you love is the greatest gift of all. Dave, our protagonist, realizes that, despite his best efforts to make the holiday special for his family, he was missing out on the activities that matter most. In response, he concocts crazy ways to avoid his everyday responsibilities so he may fully envelope himself in the joys of the season.
Best part? He’s one half of an interracial couple! I know. This shouldn’t be groundbreaking anymore. But, ever since that one Cheerios commercial sent people into an unnecessary uproar, one cannot help but smile at the subtle, yet strong, message behind such creative choices. As long as there’s love, nothing else matters.
For many, the holidays exacerbate their constant, nagging loneliness. Elderly people often find themselves forgotten, especially, as many remain holed up in nursing homes, forced to spend the rest of their days in some sort of living purgatory.
In the case of Allegro’s viral holiday ad, an elderly gentleman lives alone, far from his immediate family. In preparation for his inevitable trip, the man purchases an English learning kit from the Polish online auction website so he may greet and speak to his granddaughter upon his arrival. It just goes to show that, once again, being with the ones you love will always be the best part of the season. We must make every effort to cherish our time with those who mean the most.
Brad Garrett has taken on many varied roles during his admirable career, but none are more lovable than his turn as Frankenstein’s monster in Apple’s holiday commercial. Here, we see Frankie, as he’s called, in the preparation stages of his Christmas debut. Once he joins the crowd around the town’s Christmas tree, he replaces his bolts with festive bulbs and begins his rendition of ‘Home for the Holidays’.
While some greet his advances with disdain and hate, one child starts to sing along instead, inspiring the group to set aside their differences and come together in the spirit of the season. Considering the rampant hatred our society now displays for those who don’t quite meet their conformity quota, this commercial promotes acceptance and understanding in ways many have yet to comprehend.
Despite being surrounded by family members, those who are considered different may still feel alone this season. But as Elgiganten, the Scandinavian electronics retailer, depicts in its latest advertisement, actions can truly speak louder than words.
While the transgender teen at the heart of this commercial appears to be uncomfortable in the presence of her family, her father walks over and silently hands her his gift. She rips the paper back to reveal her very own hair straightener. Though no words are exchanged, his gesture and her smile say it all. No one has the right to dictate how another should live his or her life. Instead, we must learn to accept people for who they are and empower them to blossom into who they want to be.
Religious intolerance has become the cornerstone policy of the impending Republican administration. But Amazon Prime’s latest advertisement clearly indicates that the company has no tolerance for bigotry. This ad focuses on what happens when two old friends—a priest and an Imam—meet for tea. These two men bond over their aches and pains, ultimately sending each other the same knee braces in response. There’s no tension, no hatred—only laughter.
Here, the creatives behind this concept made sure to highlight the parallels between the two religious leaders to demonstrate that, while many tend to fixate on the differences between Christians and their Muslim counterparts, all are connected by their devotion to a higher power. Just because two people observe different faiths doesn’t mean they cannot come together in friendship. Ultimately, we’re all humans, and it’s this shared experience that should encourage compassion instead of engendering conflict.