And that isn't the John Lewis advert.
No. Stop it. Stop showing it. Stop lying about the way it made you feel all soppy and like the world's biggest prat. No. Just stop it.
I have NEVER seen a worse advert. And I lived through the 90s! I lived through Brit Pop, Girl Power, neon, and Barbie Girl, and have never managed to witness an advert worse than this godawful piece of mess that is the John Lewis ad. There is just so much wrong with this advert that I hardly know where I should begin venting my frustrations. The whole advert just makes my skin crawl.
But the biggest travesties are as follows:-
I love The Smiths. I love Morrissey. I love Johnny Marr. And I love "Please, Please, Please Let Me Get What I Want" almost as much as I love oxygen. It is such a beautiful song and it was the soundtrack to a particularly dire week earlier this summer that culminated in me sitting on a curb outside of a pub in Elephant & Castle crying in biblical rain. Because of that week, "Please, Please, Please" has become my go-to song for whenever I'm stuck in one of my epic "I hate my life" episodes. It is full of such sadness and desperation, much like the rest of The Smiths' back catalogue. It is NOT a song that is fitting for Christmas. And no one should dare attempt a cover version of such a bittersweet song, especially not the dreary mare who sings it in the advert.
No child in the history of the planet has ever been more excited about giving presents rather receiving them - fact. No child wakes up on Christmas Day and ignores the piles of presents that eagerly await to be savagely unwrapped in favour of giving their parents a shoddily wrapped box that may or may not contain the head of Gordon Brown (where
has he disappeared to?!). It doesn't matter how amazing your parents are, you just don't care about them on Christmas Day when you're under the age of seven unless they're giving you a life size collection of Lego and a bubble machine (because we all know kids go batshit crazy for Lego and bubbles). So the entire concept of the advert instantly becomes void as soon as people realise that they actually know a miniature adult and are fully aware of their reasoning.
Yes, I'm aware that it's started snowing here in England in recent years. But it's not the pretty white Hollywood style snow that we get. It's not the pretty white, steadily flowing snow that's evident in this advert. In England (and especially London) we get slush. And when it is snow, it's never white for long. A culmination of pollution, rain, and trampy shoes give us a dirty, manky grey coloured snow that stops transport, closes schools, and gives adults the opportunity to skive off of work and make lopsided snowmen. Oh, and it never snows on Christmas Day. I know it's an insignificant part of the advert but my God it drives me crazy.
John Lewis had a challenge on its' hands. Previous Christmas campaigns were amazing (such as the one featuring the Fyfe Dangerfield cover of "Always a Woman") and have become a staple in the Christmas programming schedule. The internet was buzzing with talk of this years' advert long before it aired with people desperate to find out how John Lewis would top the previous ones. We all waited with baited breath and exhaled with a massive sigh of disappointment. The fact is, as soon as John Lewis realised they wouldn't be able to top previous campaigns, they should have given up. Just put out a normal advert that highlighted what was available in their pretty shops. At least one highlight is that next year's advert can't be worse than this one.
Please, John Lewis, don't make it worse.
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