Could the song be used to advertise cat food today? As an advertising agency, we say: Absolutely!
On December 15, 1984, “Last Christmas” by British pop duo Wham! hit the airwaves for the first time. Since then, the song has been as much a part of the season as the tinsel on the tree and the goose in the oven. Loved, hated, hyped – and unstoppable.
How did they manage that? And why does the song still fit into the concept after 37 years?
Because THE FESTIVAL is a highlight in the consumer’s year: everything has to go out, presents, fat food, love. But at the end of the day, Christmas sells ONE FEELING above all. We cuddle up together in the stable of little Jesus. It should be cozy and unencumbered by stress and arguments. Just like the heroes of “Last Christmas” manage to do in their mountain hut.
And to ensure that our high expectations of Christmas egg-popery don’t turn into a disaster, we try to arm ourselves against all holiday unbill. In the past, Jacob’s topping to the plate of cookies was enough, now supermarkets sell all-round care as a guarantee for a carefree celebration, where everything has been thought of: from truffle liver pâté to toilet paper with a hint of cinnamon. To this end, companies are constantly coming up with new heartwarming commercials that appeal to our guilty conscience – “what, you forgot grandpa?” – but always with a happy ending, so that they can easily keep up with any Rosamunde Pilcher movie.
What does Grandpa have to do with Last Christmas?
Wham! managed to capture the great Christmas feeling in one go with their video, almost by mistake. First of all, right at the beginning of the film, there is a lot of visual space for a lot of emotion in the Alpine panorama, the hearts become wide, and the fact that it is a hazy day is all the better, it feels more familiar than a blue film backdrop.
In the middle of it all, as a splash of color, the off-road vehicle from which the hero is about to get out. The hairdryer wave is in place, the teeth are sparkling – for everyone, by the way. And yet they are actually like us, because they break each other’s hearts under the Christmas tree. That makes us empathize. The fact that they are so well behaved and polite, set the table and even cook for themselves gives us hope that the world is not yet completely lost. Then they romp carefree in the snow again – oh, how beautiful. Even if the love is gone. Which it isn’t, and hope dies last anyway: Wham! builds us the eternal bridge to nirvana. Forget last Christmas, look forward to maybe next year.
Because we deserve it!
And that’s exactly what we all want. Preferably immediately. That’s why this 37-year-old video would be the perfect setting for a commercial – no matter what it’s about.
For example, when hip city dwellers shuffle through the snow in their oversized parkas and fat boots, every outdoor outfitter could place their advertising jingle here. DIY stores could remind us that we urgently need extension cables and replacement light bulbs. And we would believe any supermarket chain that advertises the best of its shelves in the credits. From firewood to cat food. Because we deserve a trouble-free party!
What remains to be clarified is why no one has ever worked with Wham! hair gel and supplementary dental insurance. Maybe next year.
