But Brooker doesn't restrict judgement to just John Lewis. Oh no, everyone get's a hit! Littlewoods, for openly advertising the "truth" about Santa Claus; Morrisons, for the inappropriate sexualisation of British food (not to mention cricketers); and Marks and Spencers, for cheap exploitation of momentary celebrity. He's harsh but he is hilarious!
Morrisons has got to be my favourite! I'm very curious to know whose idea it was to start this Christmas advert with a reference to a [very bad] Kevin Costner film from the 80s?? "If you build it, they will come!" Now, I know there is often a cultural confusion of the two sports, but the people at Morrisons do know that baseball and cricket are not the same... right? In fact, I'm kind of insulted by the comparison. And if you were in doubt about Brooker's interpretation of this ad as overtly sexual, take a closer look at the busty butcher making eyes at Freddie over the "British Beef". Yup, there's no two ways about that; food = sex. Can't say I completely disagree, but it's an unconventional and amusing representation of the Christmas Spirit.
The icing on the cake in this article is Brooker's shock and awe over who managed to produce the most appropriate advert this Christmas: Iceland! Well there's an ending no one was expecting! Well done Charlie, witty and refreshing as ever.