Variety: John 1v14

The Word became flesh and made his dwelling among us. We have seen his glory, the glory of the one and only Son, who came from the Father, full of grace and truth. (John 1:14)

I cry at Christmas adverts.
Wait! Can’t I see that they are weapons-grade emotional manipulation, deployed by the capitalist superstructure to manipulate me into spending money, in turn fuelling a system that not only exploits me, but the very cultural heritage it purports to celebrate?
I absolutely can.
Can I allow adverts to move me anyway?
I absolutely can.
The season’s first offering appeared in the shape of the John Lewis advert. And a fine example of the craft it is too: cinematically shot, poignantly performed, landing with on screen text that reads, ‘If you can’t find the words, find the gift.’ Powerful stuff.

The last line sets up the Christmas story so well: when he couldn’t just say it anymore, God gave the gift of his son. Or even better: at Christmas the Word of God became the gift.

Saatchi & Saatchi – who produced this year’s John Lewis advert – and every other agency that’s made a Christmas ad knows, we humans are emotional creatures. God has made us this way. That means that in any given moment, my emotions are a valid part of my human experience, and can even reveal my deeper, unconscious longings – in this particular case, to have a relationship with a dad.

So this Advent when I’m with other people - in the John Lewis checkout queue, or anywhere else – I’ll keep admitting that I cry at Christmas adverts. I’m hoping that will open conversations up, rather than shut them down. And wherever things do go, I know where I start. Honest tears. Open heart. God with us.

Tim Yearsley