In recent years, John Lewis and Partners has created a bit of a festive monster.
The retail brand’s 2018 Christmas advert illustrating the life of Elton John in a series of sentimentalised vignettes cut to ‘Your Song’ has a far more ambiguous message than in years gone by.
On Friday nights Gogglebox some dismissed it saying there is insufficient Christmas spirit about it, as though Christmas is something that can be manufactured and distributed accordingly like a gas.
Other commentators complain the advert is inaccurate: John Lewis doesn’t sell pianos; the cost of the piano is wrong; it’s unlikely such a small boy would be as excited to get a piano. At one stage on the day of the advert launch (the day all hell broke loose in Westminster the morning Dominic Raab resigned), some were defending John Lewis against the naysayers by thanking the organisation by underlining the importance of music education in the UK.
We’re unable (or unwilling) to play host to ambiguity it seems. We have no available time to reflect on what something means for us, demanding instead that we’re told what to think by someone else. If it’s billed as a Christmas advert then it should say Christmas and if it doesn’t it’s crap.
I see it as a well-loved institution inviting the viewer to consider one aspect of Christmas – giving – with an eye on the longer term.
The idea resonates with me. I’ve grown rather tired of the idea of giving presents as a way of fulfilling a need in the recipient; similarly, gifting to meet explicit wants. I’m now increasingly of the mind that gifts are gestures – the beginning of a journey. Some of those journeys don’t always get underway. Of those that do, the best gifts of all are the ones that keep on giving for the rest of our lives.
The John Lewis Christmas advert is a remarkable platform for Elton John to drive streaming revenue and sell his farewell tour of 2019. You wonder whether he actually needs something like John Lewis and Partners to do that. Perhaps John Lewis needs Elton John, more than Elton John needs John Lewis.
But I appreciate the ambiguity. It makes it possible for the advert to mean different things to different people.
I see a heartfelt message about the gift of music, its effects on us as individuals, and the role it plays in our everyday lives, something all of us regardless of genre take for granted in an on-demand world.
I like the fact that Christmas is referenced but not front and centre. And what it leaves me considering is that whatever it is we strive to achieve at Christmas, we might strive harder to sustain all year round and beyond.