So John Lewis have now got the media waiting every year at about this time to be the first to admire their new Christmas video and give them millions in free publicity.
You’ve got to admire them for it, and cast beside the oodles of free publicity from the papers, internet and even national news channels the production cost of a rumoured £7 million looks like a bargain.
All JL is trying to do of course, is raise its profile at the buying season to empty your pockets, and boy does it do that well.
Yet each time, doesn’t the video get gooier and gooier? Less and less subtle?
A little penguin looking for a mate? Give me a break. At £95 a time (cost on the JL website, except they’re out of stock) little Monty can stay single.
The only thing that kept me calm when I saw this video was the chocolate éclair I was eating – and it’s very fitting that the spellchecker has put in the accent for me on the word éclair (look it’s done it again) as this is a high ranking member of the Royal Family of cakes.
Let’s assume an average price of £1.50 for a top quality one of these, meltingly light choux pastry, gleaming luxurious and luxuriant rich dark chocolate topping, crammed full of enchantingly wholesome whipped cream. Yes, I mean a real quality one, not one of those finger-thick imposters you get from the bargain boxes or freezers. So at £1.50 a throw, that means that a stuffed penguin would cost the equivalent of 63.1/3 of these big fat beauties.
Now could you tell me that a stuffed penguin can bring as much delight as 63 pukka chocolate éclairs, even ignoring the spare third? No, I didn’t think so. Case closed. Q.E.D. as we used to say in maths classes.
I’m certainly not going to post the video on here, as you’ll have already seen it, and in the time it takes me to put the Youtube code in, I could have eaten another third of a delicious choux pastry cake.
And for next year’s video, I predict a lovely soft bed full of little kittens with big ears and big eyes, mewing pathetically, and a voiceover saying “Give us all your money or these kittens get it”.