Ad Mad, Christmas Ad Insanity

The John Lewis Christmas Advert is an annual event in the British calendar, as much as ascot for toffs or September 1st for Potterheads.

The tradition has a place not just in the nation's heart but is since its inception in 2007 is embedded in the nation's psyche, that is, it is an integral part of the makeup of Christmas. 

As we reach the seventeenth year of its existence we look back and take stock of the changes for better and in the opinions of some, for the worse. 

The latest advert released today sees a boy grow a Venus Fly Trap from seed to gift eating stem, only to be replaced come Christmas by a nice fluffy tree. 

The first, in 2007 was by the lofty standards of today somewhat minimalist. 

Featuring lamps, very old Mac computers and a litany of miscellaneous stuff the advert is an upmarket Shadow Puppet Show. 

From then on, its featured as a staple of the season and honed its style to something more cosy and quintessentially middle-class, it is one could argue, the televisual embodiment of its customer base. 

Usually focusing on a child in quaint pyjamas, often ginger, and receiving a costly gift from beneath a plush 8ft tree many argue them to be irrelevant and elitist, particularly in an era of extreme hardship and deprivation for many. 

The initial 2007 advert coincided with The Great Recession (2007-2009) and from 2008 onwards has always either represented cosy escapism or vapid consumerism, depending on who you ask. 

However, John Lewis is by far, not the only contender. 

Stateside the Coca Cola advert is THE event, the main marker of the season, at least in the advertising world and for previous generations the LEVIs and Lynx seasonal adverts were the main event. 

But why is there such a fondness for seasonal adverts? 

Why is the public so taken by something that ordinarily is an irritant to be endured and sat through before the actual show starts? 

Christmas is the answer, it usually is for any out of character or illogical behaviour from late August to early January. If in doubt, blame Christmas. 

Nanny scoring sprouts in September and soaking till the 25th? It's not symptomatic of dementia or a sign of senility, but a jovial sign of the coming yuletide festivities! 

Rejoice! 

Blame Christmas, and all who sail in her.