Why Mother's M&S Ad is Brilliant.

I realise I run the risk of being controversial today and that I don't have the talent and aplomb in these ad matters like our favourite Professor, Mark Ritson, but I have been following the Xmas ad launches with keen interest and I ardently feel Mother and M&S have launched an epic clothing and home ad this year. You may disagree and that's ok too, but humour me and allow me to say why I especially love this stunning and disruptive creative.

1.'Thismas' not 'Thatmas is not denying or disrespecting beloved Xmas nostalgia and traditions. You can carry over whatever traditions and practices you wish, and that is the key point. The central creative idea is giving us permission to customise our Xmas and why the hell not? We customise everything else? So why not remix Xmas? Why is there uproar at re-evaluating which traditions make sense to us individually in 2023? Forgive me for stating the obvious but those of us still standing, got through an awful global pandemic, whilst it left great loss and trauma in other families and 'Thatmas' may be too painful now to re-enact for some and understandably so.

2. We live in a diverse cultural society and we may borrow traditions from other cultural influences. This is a testament to Diversity and Inclusion, so why cling stubbornley to the same old, same old food, recipes, gift traditions?

3. My family is far from perfect and we sadly don't all get on. I hope yours is more connected and that you do all get on splendidly and that you can all gather together and celebrate in the spirit of Xmas. Given the blended nature of families these days, am guessing a lot of us are dealing with a Christmas family reality, a far cry from the one depicted in the American Christmas movies on Channel 5 or the celebrity Instagram posts, with family all wearing matching pyjamas, cradling mugs of steaming hot chocolate. Christmas comes in many shapes and forms but am guessing we all yearn for the ideal we've been fed, and boy do we feel short changed when the 25th looks very different. 'Thismas' is offering us the opportunity to re-evaluate and create something more bespoke that meets our own needs and gives permission to enjoy it. I love this sentiment and feel both liberated and empowered by it.

4. We are still in a cost of living crisis, Christmas can force us into debt and leave us miserable and depressed with a Jan money hangover. Surely, cutting the cloth accordingly and without all that shame is a liberating thought?

5. I wrote cards and baked brownies for some of my neighbours last year, I think this left some feeling obligated to return cards when they probably wouldn't have bothered. Technology has moved us on and cards, lovely as they are, are not a tradition many cling to anymore. I felt the burning of the cards scene, really evoked the feeling that this pursuit can feel like a thing of the past and let's stop diddling and just decide either way.

6. We used to play board games when I was a child, but today, it is more electronic games. We have evolved, moved on. Some may have no space for ostentatious Christmas trees and decorations. Some may opt for gingerbread and cookie baking instead of mince pie and rich fruit cake baking. The traditional Christmas lunch now has many variations and iterations to tempt us too.

I could go on and on but in a global landscape where civilians are being slaughtered on a daily basis and others struggle to meet their bills, forgive me for really not caring so much about the 'perfect Xmas with set traditions.' I'll be celebrating it in a low key way, doing things I like and spending within reason. 'Thismas' will be 'Mymas' a time of rest and reflection. I have always hated naff paper hats too.

Thank you Mother & M&S for voicing how many of us feel deep down and relieving some of the stress, pressure and perfectionism around this festive break.

Great vibrant vignettes, with celebrity faces we all recognise and love for their individuality. A brilliant, disruptive and long overdue piece of brilliant seasonal advertising.

Well done!