Christmas Films and the Demonisation of the Big City
The Hallmark Christmas movie formula is one so well-known that it has an almost mythical status in popular culture. A woman living in the city, with a high-powered career and an endless stream of meetings and espressos, goes back to her rural hometown, falls in love with a man in a plaid shirt, all while discovering the joys of Christmas, and ultimately, becoming a housewife. They’re undeniably cosy and sweet, and the formulaic approach means you can half-watch whilst wrapping presents and still follow the plot. But why does festivity have to come at a cost to life in the metropolis?
Why the 2022 John Lewis Christmas Ad Matters
Every year, British retail giants John Lewis release a heart warming festive advert, and 2022’s edition has been met with both praise and criticism. Ranked as the 3rd best Christmas ad of this year (Saville, 2022), ‘The Beginner’ tells the story of a soon-to-be foster father learning to skateboard, trying his best to fit in practice sessions between his regular 9 to 5; at first, it appears as though he may be pursuing a hobby simply to escape the mundaneness of life, as much as it may hurt and frustrate him. It’s then revealed that he’s doing it to share a common interest with a teenager he’s fostering, who arrives at his doorstep with her own skateboard, nervous about joining a new family for Christmas (John Lewis, 2022). Viewer opinions seem to be divided; on the one hand, some appreciate the sentiment that the idea of a picture-perfect biologically-related family on Christmas doesn’t have to set the standard for ‘traditional’ norms. On the other hand, some viewers have noted that the ad could be misinterpreted and any foster children watching might receive the wrong message (more on this later). You may also be wondering how 2022’s ad has compared to previous years — and what other elements have led to the public deeming it a success or a flop.
How the Grinch Stole Christmas: Commercialism and Cynicism
Christmas is a time we typically overspend and overstress. In the run-up to Christmas, stressed-out shoppers run riot. And to that end, the overworked staff in these retail spaces, who rarely get to spend meaningful time with their own family and friends at Christmas, get abused by customers daily. While shopping this year - keep that in mind!