So here it still is — Merry Christmas!
Bah humbug! Not only does Christmas start earlier every year; it now doesn’t finish until near the end of January.
There was a KitKat advert on Channel 5 this evening. The ad featured Santa Claus taking the obligatory KitKat break after delivering his parcels. Nothing wrong with the ad itself. But the timing seemed wrong to us. Uncomfortable, even. I mean, it is almost a month after Christmas, and seeing adverts that belong properly only in December makes us feel as if someone is trying to pull us back into the past. And it is somewhere we really do not want to go.
It’s not just Channel 5 that are playing these curious temporal games. Our telly listings magazine is doing it too. We always buy the enigmatically-titled (and dead cheap) What’s On TV. (”Value packed 42p”, available at all good newsagents. Probably available at most bad newsagents as well.)
In the current edition, chock-full of all the soap trivia you’ll ever need, there is a full-page ad for something called “Thomas Kinkade’s Village Christmas”. This has to be seen to be believed: it is a collection of illuminated ceramic sculptures (’the cottages actually light up!’) and includes Santa’s Workshop Toys and other delights of the festive season.
This, I should point out, is being advertised in a magazine which is dated ‘week commencing 13th January’.
We usually buy the next week’s listings mag well in advance. (We get great pleasure both from marking out forthcoming televisual treats with a red marker pen, and from adding moustaches and beards to all photos of Ant and Dec.) So we already have next week’s What’s On TV in our possession.
Next week’s magazine is dated ‘week commencing 20th January’.
And on page 33, you will find another full-page advert. This one invites readers to ‘Have a Blue Christmas with the…First-Ever Elvis Presley Illuminated Porcelain Tree’. This wonderful item, we are promised, ‘rotates and plays the Elvis hit “Blue Christmas”‘.
Now, I’m not criticising any of the aforementioned items. But I am amazed that Christmas ads are still being published and transmitted almost a whole month after Christmas Day itself. And surely a lot of these ads must have been scheduled well in advance, so you have to wonder whether anyone has really given any serious thought to the likely readers’ and viewers’ reactions. Because, the way we see it, it doesn’t look as if they have.
Maybe it’s just us being curmudgeonly. But frankly, we’ve had enough of the Season of Goodwill by now. (There certainly doesn’t seem to be much festive cheer left in that Big Brother house, does there?)
And in any case, it won’t be long before the Easter eggs are on sale in the High Street.
Please, let’s not have an Easter/Christmas overlap. I don’t think we could stand it.
Chris

