November 18, 2013 - Written by: Yazmin Joy

The John Lewis Ad is Emotionally Manipulating Me – And I Like it!

There I was pawing through the pages of Wednesday’s Evening Standard, crammed on the tube, when I came across this delightful critique on ‘The Bear & the Hare’ John Lewis ad by ES raver Richard Godwin. And by delightful I mean absolutely DEVASTATING.

Basically Godwin poaches the advert in a bloodbath of SADNESS and CYNICISM. Why don’t we just cancel Christmas mann!?

The more I delved into the journalist’s analysis the more frustrated I felt.

Was Godwin right? Are consumers really confusing art and creativity with consumerism and money? Can shopping and fictional narrative really work together in sweet sweet harmony?? Was this all this just a cheap and highly manipulative tactic to brainwash audiences into thinking these multi-million pound stores care about us?

http://www.youtube.com/watch?v=XqWig2WARb0

I was momentarily saddened. Then I realised in a glimmering moment of awakening:

Yes I am being brainwashed, but with all the crazy shit happening in my life right now, DO I REALLY CARE?

NO!

In fact, I actually ENJOY this kind of emotional manipulation.

YES, companies are trying to connect with us on a new emotional level. And YEEEEEEEEES, you could see this as a form of propaganda. But at least they are making an EFFORT in brainwashing us.

And if you don’t want emotion, why don’t you pick up an Argos catalog?

‘He is made of pixels and lies.’ Exclaimed Godwin. Pixels and lies? Je ne sais pas???

The article then took a turn and the real life journo started picking on the poor animated Bear.

The Bear’s not real. What’s wrong with everyone? Why are people moved by this? How can audiences relate to a character that is fictional? Bears eat hares. Hares are a prophylactic for Bears. Waa waa waaaaaaa!

I mean I kinda get what you’re saying Godwin. Pixar actually has a big problem with people not relating to animal characters.

Of course not.

The bear has human emotions. Of course he NEEDS an alarm clock. How else would he wake up on Christmas morning???? Bears hibernate. Like some people hibernate. IT’S A METAPHOR for finding solidarity or for people who have really thick curtains!

I don’t know about you but unless, played backwards, the John Lewis Christmas advert is sending out subliminal Nazi messages, I don’t really care if it’s manipulating me. Because, if I listen to whispers of my own heart, I don’t always want reality.

I want ENTERTAINMENT damnit! I want escapism.

I mean I am a pretty empathetic person to be honest. I’d probably empathize with a courgette if you glued eyes to it. Does this make me a moron?

My Aunty is a vegetarian and her rule is: if it has a face she won’t eat it. Not sure why that’s relevant but thought I’d add that in there.

Godwin then makes the colourful comparison:

‘If I ran a chain of brothels in depressing coastal towns, I think this is what I’d do. I’d pay some venerable animator to draw a hedgehog and his friends on a fun night out in Dingle Dell. I’d hire someone from the Great British Bake Off to sing a glockenspiel cover of Adele’s Someone Like You. Then the final scene would show two hedgehogs kissing and pulling down the blinds. The slogan would say something like: “Everyone deserves a little loving.”’

Please, please, please feel encouraged to make this sex-brothel, coastal hedgehog love story happen Godwin – even if it’s a social experiment. You can start a kick starter campaign – I’ll help!

I totally see where this ES writer is coming from. I get the point. These big ass companies can cover up their criminal activity and human trafficking under the guise of fuzzy forrest fauna because we are emotionally starved on this cold and sodden planet.

(Image via)

Or maybe Godwin had a bad experience with a bear once? Maybe he had a pet hare that got eaten by a bear and he was tired, and he overslept and missed Christmas? That’s why he really hates the advert?

Or maybe, I’m the one being too cynical now. Maybe Godwin is doing what we should all be doing… asking important questions about our culture and the pathway of consumerism.

However, when that’s all said and done, I think it’s important to remember: it’s okay to be a bit susceptible to some emotional manipulation from time to time. If you wanna love the Bear, just love the Bear. It’s okay. I mean it’s so nordic I don’t know how you can possibly NOT like the John Lewis ad.

But saying that I think Godwin demonstrates it IS important we ask questions, SO LONG as we know it’s fine to want to see the good and beauty in something even if it is as naff and manipulative as John Lewis Christmas advert. Phew okay rant over!

What do you think of the John Lewis ad? Do you think it’s propaganda? What do you want for christmas? Love to know your thoughts (on anything).

Have a great week peeps!