A few weeks back we commented about the glut of self-referential advertising that we’ve spotted recently. Frankly tired of the wink-wink and ribs sore from the constant elbow nudge of “this is an advert, and we know that you know it”, we put out a challenge to brands to take their advertising a bit more seriously.
Well that too, dear consumer, has its limits. The John Lewis Christmas advert has long been an “event” in the holiday calendar for Britons, and we often collectively woo at its touching pluck. And while this isn’t the type of seriousness we were calling for in our previous post, it certainly takes itself very seriously. Never more so than this year, apparently. Channel Four, who this year has the coveted role of bringing the advert to air first, has begun running a series of trailers for the advert. Yes friends, this Christmas we are advertising advertising. That’s pretty serious.