I
am not sure of the number of complaints that have been raised in response to
the Christmas adverts this year all telling us Christmas is coming, that we need
to prepare for the day, with the help of John Lewis, Morrisons, Lidle, Aldi,
Sainsbury, Tesco or M&S, all who hold out the promise that with them it
will be a magical and special day.
Preparations
for Christmas are certainly now under full steam. The first advert I saw was
back in September in Jamaica – to be fair it was not a Jamaican advert it was
an American advert that was trying to be clever by saying it was not really an
advert for Christmas but Christmas is coming none the less…
On
Friday I woke up to news of crowds, fights and even the hospitalisation of shoppers
caught up in another American import that it seems we will have to get used to
“Black Friday” or maybe it should be called Riot Friday, or Fools Friday. I was
one of countless hundreds or maybe it was thousands who travelled to Bicester
village to get a long list of presents for family and on the whole I am glad to
report it was incident free – queues Oh yes plenty of them, my wife and playing
like a tag team to cut down the waiting time – but no stampede or anger just
resigned patience that in my case was nearer to despair most of the time.
Certainly
there was an air of surreal irony with a beautifully attired choir put on by
the retail village serenading the shoppers with the carol In a bleak mid winter
“What shall I give him, Poor as I am ” standing outside a Alexander MQueen’s
shop where his frocks begin at £1K (and that discounted remember)
But
let me return to the Adverts for Christmas this year. John Lewis appeared to be leading the saccharin stakes
last week, but Monty the Penguin has been eclipsed by Sainsbury’s mighty campaign
harking back to World War 1 according to the article in the independent
yesterday.
Certainly the
Sainsbury’s advert has caused the most controversy, the ASA (Advertising
Standards Authority) have received 250 complaints compared with one person
being offended by John Lewis’ exploitation of penguins.
However on the plus
side of the Sainsbury Advert, celebrating 20 year of support of the Royal
British Legion is selling 500 bars of chocolate every minute so raising
considerable funds for the legion’s work.
The extra ordinary
events around the first Christmas of the 1st world war of course do
give us something to think about in the days of preparation for our celebration
of Christmas 100 years on.
What is it that
touches you most when you see the 3 minute film and when you reflect on the
events leading to Christmas day1914 on the Western Front?
Is it the motivation of
those men who dared to leave their trenches and enter no mans land in the days
before Christmas in 1914? It was sadly never repeated and maybe it was the
final gasp of Christian influence in Europe that has over the last 100 years
since that Christmas waxed and waned.
Is it the testimony to
the risk involved of putting away the business of war for a moment and
acknowledge the shared interest and identity, yes common humanity through football, a handshake, a picture of a
girl back home.
High on my list is the
demonstration of our humanity that for a moment shone in the silent night when
the stars were allowed to guide the human heart to God and there be released
from the thrall of those in the halls of power that were locked in a desperate
and futile struggle for dominance and earthly empire.
The Christmas story,
when rescued from the saccharin and nonsense of the consumer driven exploitation,
is one of humanity; one that touches our humanity in a unique way; of God who
for a moment chose to become one of us, a child born of a woman. For our
Christmas celebration that we now look to in these four precious weeks holds
out the truth that God became a human being and in this daring and risky
venture leads us to change the way we live not just for one day but the whole
of our lives.
The Christmas story
that we now try and prepare for against a backdrop of shopping frenzy, parties
and excess is one that reminds us that because of God’s decision to become a
human being every human life is precious to him and should be to us.
So the question
remains for you and me today as we embark on the season of Advent : what will
be the ways in which we seek to put aside all that entrenches our lives and seek
out that which will encourage us to leave behind the old or even secure certainties
and reach out to share the love of God that we have in our hearts with those
around us?
Advent is a time when
we cry out “O Come O Come Emmanuel,” a time when we look for the return of our
Saviour Jesus Christ’s return, a time when we acknowledge our own frail
humanity and our need for God to come and “disperse the gloomy clouds of night and deaths dark shadows put
to flight.”