What I like about it is this:
- it's short (one minute - well done, M&S, less is more)
- it's fun
- it's not smaltzchy (is that a word?) and doesn't romanticise Christmas, but realistically suggests that things like having 40 winks on the sofa are a nice part of the day ("if only"... I hear you all sigh)
- yes, it's full of glamourous women and smiley children, and the parents don't look tired enough and don't show even a flicker of annoyance when their daughter jumps on them and interrupts their post-dinner 40 winks, but they all seem to be having a bit of a lark, rather than being the perfect Christmas family, and the scenes are random and a tad weird
- yes, it's only 6 November and we haven't had Bonfire Night yet, so too early, too early for Christmas stuff, but well, you can't blame a big retailer for being like all the rest of them
- it's made me realise why I always dislike other Christmas ads that get hyped (John Lewis, I'm looking at you here). At some level, they do all send out that "you too could have the perfect Christmas" message, even if it's cunningly disguised as penguins and pyjamas. I like this M&S one because I don't quite understand it, but it's a romp that throws itself full pelt at Christmas, and it stirred up something jolly. Jolly and not too perfect.
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