Why UK Christmas TV Commercials Are Good for the Soul
The UK does a ton of things really well.
The pomp and ceremony of the Royal Family. Wimbledon with its strawberries and cream. The Beatles.
But a lesser-known success story is a peculiar and cherished tradition that has taken on a life of its own — Christmas TV commercials.
Yes, the nation that brought the world Shakespeare is a global leader in whimsical, often tear-jerking masterpieces that are integral to the festive season.
The production values, the soundtracks, the storylines. They are special.
At their heart, they’re a blend of nostalgia, storytelling, and emotional resonance. And it’s fair to say these beautifully crafted pieces mark the unofficial start of the holiday season.
(And I love, love, love the holiday season. It’ll soon be time for a silly advent calendar and ridiculous Christmas jumper.)
Maybe you could say there’s a certain cynical commercialism about these adverts. And, yes, some of them are swimming in saccharine and schmaltz, and lean on a festival narrative that has never existed in the real world (at least, not in the world I know).
But that doesn’t matter.
They provide pure escapism. It doesn’t matter what religious or secular leanings you have, or whether or not you believe in Santa Claus (he does exist, you know).
They’re about expressing a positive spirit. They tap into a yearning for connection. They resonate on a deeper level. And that’s a good thing.
The adverts have been part of the Christmas season for many, many Brits for several years. And now that I live thousands of miles away, they are even more engrained as a tradition that helps me stay connected.
Some of them pull on the heartstrings, even years on from the first viewing (John Lewis adverts are always the gold standard):
Some are sweet (don’t watch this one if you’re not prepared to shed a tear or two):
Some are just plain random:
Some come with a positive social message:
And in a sometimes cold and chaotic world, Christmas TV adverts may hopefully provide some respite for us again this year.
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