A few months ago, I came across a book titled “Free” in a book section of a renowned magazine. As a pathologic bibliophile, I was curious but I was also filled with pride to see the Author of “Free” has an Albanian sounding name, Lea Ypi. Indeed, Ypi is an Albanian that fled Albania during the ’90s and is now a Professor in Political Theory in the Government Department of the London School of Economics, not to mention the author is also a woman, adding even more appreciation on my part. The voice of Albanian women hasn’t always been heard in our society, so you can imagine the level of joy I felt. Just to be crystal clear, this feeling of pride is not a mere reflection of any kind of nationalism on my part. It only describes a feeling that many other of my compatriots share: the genuine joy of our country being mentioned abroad, without any relation to crime and poverty. To no surprise, I followed Ypi’s interviews with great anticipation, as she would promote her book and her upbringing in communist Albania.
However, anticipation was soon followed by great disappointment. I must confess, I held high expectations that Ypi would provide a strong and clear-cut condemnation of the communist regime. Reading her interview proved to be an emotional rollercoaster. In Ypi’s interview with what happened to be my professor Ferenc Laczó at Maastricht University, whilst Ypi condemns the communist regime, she somehow waters down its effects on the Albanian people. Every bland admission of a shortcoming on the part of communism is followed by a much fiercer criticism of liberalism. Misinforming the reader of Albanian history, leading them to believe that communism was evil, but a far lesser evil than what was about to follow. When I asked my professor, with disdain, how he agreed to allow someone to skew the truth or, at least, downplay it, his response was, “what do you want from me?.. This is her story, her perception, write your own book then.”
Since I am afraid my book would take too long to write, I feel the urge to clarify a few things for the readers. Indeed, my professor Ferenc Laczó was correct, what Ypi presents is not the truth but indeed her perception. Perhaps, the book “Free” is an account of how Ypi digested our history, and it is that exact digestion that pleases Western readers. Ypi goes as far as feeding the western readers the idea that we were obsessed with symbols such as Coca Cola cans, hence the cover of Ypi’s book. A mixture of pop and folkloristic representation of our grief. If you are seeking a true representation of the horror Albania endured during the communist regime, I regret to inform you that the right person is not someone that defines themselves as a “Kantian Marxist”, not someone with a fallacious view on freedom – thus definitely not Lea Ypi.
Ypi talks about the importance of free will and the ability to make choices by suggesting that, in communist Albania, “you could choose whether to spy on your neighbour. You could pretend you didn’t see something” she adds “there were some good officials who exercised a little discretion”. Ypi believes that “morality is not something created by institutions, there is a kernel of goodwill in everyone”, without mentioning that morality in Albania was often punished and that it becomes really difficult to keep your integrity when you are starving. Ypi goes on to claim that communism had important things to offer, such as solidarity, by saying that in our society nowadays solidarity takes the form of charity and that this distracts us from asking where that wealth comes from. But, I’d like to remind Ms Ypi that solidarity in Albania was achieved through the forced appropriation of private property. These are important details she surely forgets to mention. My father, a member of a family of Kulaks, at the time, was a warehouseman and decided to falsify the figures to give extra flour to a very poor family he knew in his village. This family was one of many around him struggling to survive. The poor family went on to report him to authorities and my father risked his job. A few years afterwards he decided to illegally migrate to Italy. If this is the freedom Ms Ypi talks about, it is a freedom I struggle to aspire to.
Two points are especially misleading about the recollection she gives about those times:
Education and competitiveness:
Ms Ypi argues that education was currency under communism and that in Albania people were extremely competitive on intellectual grounds. She adds that people could freely ask how much money others were making because the competition was not based on material things. This is a statement bordering on incredulity as many people, from persecuted families could not even go to school or pursue any higher education. And when they were allowed, it was the party who decided what subject they could study. My paternal family serves as an example: my father and some of his siblings were not given the concession to pursue higher education. For others, my grandfather had to pay someone a sum to convince them to give that permission. I wonder if we could call a schooling system “competitive” if many did not even have access to it. In fact, this created a division between first and second class citizens, the educated and the uneducated. A division that had repercussions even within an individual family.
She has gone on saying that the system “was unforgiving in terms of performing well, and reading all the books that could be read and knowing all the culture that could be known.” This sounds like a contradiction; how can a system be competitive if it puts a limit to the knowledge you can access? My mother recalls having to write a paper on “why is Albania the best country in the world” and being silenced when she asked the teacher how could she know if it was best when she had never seen any other country. Of course, very few people were allowed to leave the country and many were killed when they tried. Can a system that was based on Marxist propaganda and censorship be considered competitive?
Mass emigration and its causes:
Similarly, Ms Ypi seems to misplace correlations between events. She seems to suggest that what caused the mass emigration of Albanians all along with the 90s was the financial disaster that took place at that time. Indeed, two-thirds of the population was estimated to have invested in Ponzi schemes that mostly collapsed, leading to a lot of families losing all their savings. But can the exodus be blamed on this last misadventure or on the over 40 years of a command economy that left Albanians in financial illiteracy and unable to manage their own money for so long? The exodus was provoked by decades of lack of all basic freedom, among them the right to private property. It comes to no surprise that when freedom came, people of Albania acted like a dog trapped for so long, finally unleashed and without a master.
Albania is going through a dark phase, where freedom is in peril once again. More than ever in our republican history. When the parliamentary elections were held in April 2021, the government of Edi Rama won for the third term. One of the bastions of his party is the digitalization of public administration. However, it is a pity that this process has been used to monitor its own citizens. In fact, a scandal followed these elections, revealing that the government had access to a database containing names and last names, their phone numbers, their ID number, addresses, place of work and voting preferences of 910,000 citizens. Since then it has been revealed and confirmed that each person was assigned a “patron”, basically a canvasser who tracked their political preferences. Additional comments, recorded by the patrons, reportedly detail their interactions with citizens, with some instances amounting to possible voter intimidation.
The Prime Minister has confirmed that the system of patrons is in place but he has claimed that the collection of data happened through door-to-door meetings. Since then, no investigation has been performed. In the meantime, many journalists have identified that among the 9,000 “patrons” there are public sector employees, police officers and even army personnel. And, Albania’s Ombudsperson has already declared that the collection and processing of sensitive information seen in the database are unlawful, in the first place. This would not cause indignation if this monitoring had received any consent, which was clearly not the case. It is a chilling feeling that reminds me of the times when spying on your fellow citizens was encouraged. Moreover, as I write this article, other sensitive data was released on salaries and cars possessed by citizens. Why don’t you know about it? Because people are too tired to fight back.
It is also quite puzzling how Ypi decided to present her book in the villa that belonged to the dictator along with Prime Minister Edi Rama. She replied to accusations about this choice saying that for her it was a powerful message to send for someone with persecuted ancestors to present her book there. Instead, I believe, an even more meaningful signal would have been that of presenting that book in what was the house of Musine Kokalari or the dedicated museum? Musine, being the first published Albanian women author, and the founder of the Social-democratic party, died poor and neglected after decades of forced labour by the regime. A commemorative placard dedicated to her was vandalised last year. The question around the role that writers and artists, in general, have to play in our society is a timeless one, but since Lea Ypi has decided to write about our history she holds a duty to be truthful to facts. Especially when our country is experiencing increasing limitations of freedom, and appalling breaches of privacy.
I have tried in these past months to understand what can push a person to minimise the evils of our regime. Nobody in their right mind would do that with Nazism and I have acquired the personal conviction that Lea has to still overcome a sense of inferiority towards the West and that she also holds personal interests in a future political career. What gives me this conviction? In her interview with the Guardian, she claims that “there is a special pleasure in observing the empty shelves and educational chaos of post-Brexit Britain because, after years of being lectured about the supposed failures of where she comes from, the tables are reversed for once”. My mother, who migrated to Italy, along with my father, and many other Albanian immigrants would have no problem admitting the failures of where they come from.
Those failures are not supposed, they were real. Admitting them is the first step to rebuilding our country better. Those failures need to be acknowledged in order to not be repeated. The reason why Ypi takes pleasure in seeing her host country, the United Kingdom, suffering while my mother would never do the same, struck me: my mother being 50 years old experienced both the regime and the chaos of the days where the country fell into anarchy, while Ypi was only 10 when the regime fell. Ypi only experienced a fraction of the strict communist regime. She herself admits that her parents had opted to keep their children safe by letting them believe everything they were taught at school during the regime. So, is she the right person to weigh in if it is liberalism that has failed the country or communism? In her interview, she also admits that one of her childhood dreams was that of being a president one day. Given the welcome she received from the ruling Socialist party, I would not entirely exclude it. The party needs repainting and new faces. What better than a young female professor in a prestigious university such as LSE, in times where symbols matter more than substance? After the criticism her interviews received, she claimed those are only defamatory voices. But, shouldn’t someone who knows her country well protect herself from any affiliation and appropriation of her work? Once again, this is either a sign of naivety or ignorance.
Although the interviews provoked a lot of sorrow and outrage in my own and other descendants of persecuted families, her words were also essential in providing yet further evidence about the fact that our country is in desperate need of a decommunization process. Thirty years on from the fall of communism, people know so little about the past, who were the perpetrators and how much they are still involved in our current institutions. I find it emblematic that another book was published almost at the same time by a Polish author, whose book I promptly bought. The book is titled “Mud sweeter than honey” by Margot Rejmer, whose homeland of Poland has done far more to address its communist past wounds. Perhaps, the book is less of an intellectual grabbing at straws or mental gymnastics but it also demonstrates that the minds behind our regime were able to produce atrocities that defy the imagination of the best science fiction writers.
Communist Albania was often compared to a European North Korea. Although it is true that freedom has not always represented peace for us, it was worth fighting for. It is better than a system that decided what we could study, what we could eat and how much of it and whom we could marry. The last step for freedom that we still have to take is owning our shaded areas. Many of us, second and third-generation Albanian migrants spread around the world, who often speak better foreign languages than our own mother tongue, had to grasp a past that our parents were too traumatised to tell. It was only when I turned 25 that my father finally let go and he told me about his past made of betrayal, deceit and lack of chances and freedom.
However, it is also in us, the children of these emotionally broken people, that rests the power of healing our country of origin. If our parents and grandparents are not strong enough to recount their past, we can be their megaphones. We cannot let people who have egos and inferiority complexes do it instead of us. Because all of that pain cannot be minimised; healing only rests in accepting you are sick first.
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Gaddafi: Existentialist, by Charlie Nash (Book Review)
Before I begin, I should note that I intended to write and publish this review much earlier. However, my “university” insisted that I do my “dissertation” because, apparently, it is “important” for my “degree” and “academic development”. Alas, my attempts at self-actualisation were crushed and I was reduced to another cog in the machine, from writer to institution. Sartre would have disapproved. Oh well.
Nash states that what started out as a tongue-in-cheek description of Gaddafi’s philosophy, founded on a handful of coincidences, evolved into an endless rabbit-hole of research. The result of this quasi-autistic spiral of pattern-recognition (I mean that in a good way) is Gaddafi: Existentialist.
Despite its short length (less than 100 pages), it is a structurally diverse work. So much so that the first chapter isn’t centred around Gaddafi or Existentialism (although, this is not arbitrary). Rather, it begins with one of Gaddafi’s inspirations: Colin Wilson.
As someone who has taken an interest in Colin Wilson’s life over the past few months (mainly: his origins as a literary outsider, his rise to prominence, and his association with The Angry Young Men) this work proved surprisingly useful in learning about Wilson, not just Gaddafi. Despite my own research thus far, I did not know that Wilson was invited to meet Gaddafi himself, or that Wilson’s works had received considerable popularity in the Middle East – “the largest existentialist scene outside of Europe”.
Indeed, the idea of a stout and bespectacled Colin Wilson, standing at the foot of a long red carpet with armed revolutionary socialists lining the way between him and his biggest fan: Brotherly Leader and Guide of the Revolution of Libya Colonel Muammar Muhammad Abu Minyar al-Gaddafi, who eagerly clutches his personal copy of The Outsider in hopes of getting an autograph, is certainly an amusing one. Although, it seems that such a visit did not come to fruition. Sad!
As Nash notes, Gaddafi was something of an Outsider himself, both on the international stage as ruler of Libya and during his upbringing. A loner bookworm, he festered in his own idiosyncratic ideals of political revolution and societal renewal – “wow, he’s literally me!”. That said, Gaddafi’s core political philosophy (i.e., The Green Book) is not the primary focus of the work – although it is referenced. Rather, Nash centres on Gaddafi’s collection of short stories: Escape to Hell and Other Stories. Was anyone aware that Gaddafi wrote short stories? Regardless, it is interesting to see this neglected aspect of Gaddafi put under the microscope.
It is made evident to us that Gaddafi sees the city, as a reality and as an abstract concept, as an abomination – deracinating people from their organic identities, to be given new ones manufactured from crude necessity and economic convenience, depriving them of fruitful self-understanding and consequently inclining individuals towards nihilistic indifference. As one might suspect, for Gaddafi, the village embodies the preferable to all of this.
Using Gaddafi’s concern for the individual self, the way individuals construct their sense of self, rather than the internal machinations of a polity (of which economic maximization plays an important role), Nash quite effectively demonstrates that there is, at the very least, an existentialist component to Gaddafi’s worldview. However, it stands to reason that individual behaviour is not distinct from that which must be accounted for when running a polity. As such, whilst deciding to not focus on the overtly political, Nash’s insights won’t necessarily be redundant when discussing Gaddafi’s politics.
From death to authenticity, from freedom to self-understanding, Gaddafi’s short stories consistently delve into existentialist themes. Beyond the overarching argument itself, Nash’s humorously nonchalant summary of Gaddafi’s “most overtly existentialist text” – ‘The Suicide of an Astronaut’ – serves as an effective invitation to seek out and read the short stories in your own time:
“…A peasant asks the astronaut what he knows about tilling the earth, the astronaut responds with a lengthy monologue, reciting his vast scientific knowledge of the planet, its gravity, its size, and its distance from other planets.
As you can see, I am well informed in matters concerning the Earth, he boasts to the silent, bewildered peasant, who feels sorry for the ‘pathetic’ astronaut and leaves… The astronaut proceeds to commit suicide”.
Additionally, more than outline of Gaddafi’s relationship to existentialism, perhaps Nash’s book can help explain why some on the dissident right have become so infatuated with Third Worldist, Third Positionist political ideologies of religion-inspired socialism and nationalism as a potential response to the “Demonic Hell World” ushered in by modernity (see ‘Wholesome Chungus’ for further details).
Perhaps Geoff Shullenburger is right, Gaddafi may be just as much of a crypto-romanticist as he is a crypto-existentialist. Given his lamentations about the encroachment of urbanity onto the idyllic pastures of village life, and the scourge of scientific-industrial revolution, perhaps ‘The Colonel’ should have invested in a copy of William Blake’s poems.
All this being said, Nash is prudent to note that Gaddafi would have rejected the ‘Existentialist’ label and attributed Bedouin culture and Islamic teaching as the main source(s) of his political outlook. However, this does not contradict Nash’s argument. Although Gaddafi was not a self-identified ‘Existentialist’, his preoccupation with the aforementioned themes, both in the context of state-building and personal fancy, inadvertently place him on the horizon of Existentialism. Readers may disagree with Nash’s interpretation of Gaddafi, but the willingness of the author to acknowledge the subject’s explicit and direct thoughts on the matter should reassure everyone that it is an honest analysis.
In summary, even if one doesn’t go in with expectations of being convinced of Gaddafi’s Existentialism, anti-Existentialism, or indifference thereto, it still holds up as an enjoyably niche work on the existential-ish outlook of one of the most idiosyncratic political leaders of the 21st century.
Photo Credit
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Making Plans Without Nigel
Nigel Farage’s rise to prominence came in the wake of the utter implosion and failure of the BNP. After what seemed to be promising growth for this nationalist vehicle it effectively self-sabotaged to the point of complete unviability. Years of activism and goodwill pissed away. This is a subject deserving of attention in and of itself but will wait for another time. Enter UKIP, a party that although libertarian had the glimmer of nationalism in its eye with it’s main goal being leaving the EU. They had been rolling along in the background of British politics but were never really given any mainstream attention. The BNP was a eurosceptic party so the voter base could transfer over nicely to UKIP, although UKIP itself barred BNP members from joining for pragmatic optic reasons. Nigel essentially served as the frontman of the “fruitcakes and loonies” and his gift for public speaking and particularly his keeping alive of the immigration question attracted disenfranchised nationalists.
After this point, politics in the UK was overtaken by the Scottish independence debate as well as the question of Brexit. The latter obviously being achieved but poorly implemented. Glossing over this part of recent history to the meat of it; Nigel essentially forced the Tories to do something they were otherwise unwilling to do, leave the EU. Whether it was arrogance or fear that drove them to it we will never really know. What has transpired since then is a complete revelation to a great mass of people of the complete duplicitous nature of the Tory party. Nigel moved from UKIP to a new vehicle, the Brexit Party, in order to pressure the Tories into delivering a no-deal Brexit over accepting some Europe favouring deal. Post-Brexit the party has become Reform.
It was immediately clear that the Tories never wanted Brexit, indeed many of the things they publicly say they want or will do never come to fruition. It’s a party of saying one thing and doing the opposite. Nigel’s presence in British politics has been key in revealing this. When the last general election came up Reform made the decision to stand down in order to not split the vote and lose to Labour (who would have most certainly delivered a worse Brexit deal) ensuring another period of Conservative government. This is where the most recent criticism of Nigel begins in earnest.
Nigel is (dis)credited with “saving” the Tories. This is frankly preposterous. What has transpired over these last few years is a complete exposure of the true nature of this “conservative” institution. Reluctant Brexit deal, shambolic lockdown and further inability to reduce immigration. As we come toward the end of this 13+ year period of Tory rule what have they actually achieved for their voters? Nothing. Well not nothing, they’ve actually massively increased immigration.
If Reform had taken the decision to split the vote then potentially a Labour government would have been in charge of the exit deal and over lockdown. This would have given yet another excuse for Tory diehards, and the party itself, to say they would have behaved differently. Thankfully we don’t live in that reality, they’ve shown their true colours once again. Nigel has played the long game and come out of top. Are you really going to vote for a Conservative party that continue the same people that have been in power for 13 years?
As we are approaching what looks like a massive Labour win we have to remember what got us into this mess. Nigel has given the Tories enough rope to hang themselves with, the stool just needs a kick. Under a potential future Labour government we need to remember that, we can’t let the Conservatives sneak back in under the false bravado and empty talk the likes of which Suella Braverman has been deploying in recent weeks.
Rumours of Nigel as the next Conservative leader, after his appearance at the Tory conference, have been quashed by the man himself. He can’t envisage leading a party that stands for nothing and ultimately does nothing. I can only see his leadership happening if the party is completely gutted and that seems extremely unlikely at this point in time.
Nigel is not leading Reform at the moment, that task unfortunately falls on Richard Tice. A particularly boring man, a charisma vacuum, a damp rag to borrow a phrase from Nigel. If that party is to go anywhere it needs its old helmsman. I can’t think of a better place and time for Mr Farage to step back into a leadership position.
Where does that leave nationalists? Well firstly after being very kindly carried on Nigel’s back for over a decade it’s time for us to forge our own path. There is currently not a suitable vehicle for nationalism in the UK so it seems to be falling to independent candidates. I am currently only aware of one candidate that is stepping forward in the next election, Steve Laws, and would encourage every British nationalist to get behind him in this brave endeavour. The next decade is going to be critical for nationalism we simply have to get a party together, or commandeer one, and start winning seats locally and nationally. UKIP made an attempt to transform into a more nationalistic party, albeit in the vein of Tommy Robinson’s anti-Islam/counter Jihad. Although given what has happened recently, a staunchly Zionist party being the only vehicle for nationalism could have been a disaster. As I’ve said previously, we should exhibit caution when taking sides in the Israel-Hamas War. A fresh start waits on the horizon.
Mr Farage is not a gatekeeper, recently he said he believes a party will come along that makes him look quite tame. That’s us, we’re waiting in the wings but held back by our nature of being disparate and largely anonymous. Funding is also another great issue but there are plenty of content creators that surely, if they cared, could set aside some of their patron money towards the founding or funding of something tangible. Can funding be courted by actually engaging in active British politics? Potentially. The BNP had substantial membership and funds so there is certainly money out there to be had if only we could present ourselves more concretely to the British public. The Right in recent years has concerned itself with debate club topics of history and religion. These are naturally important but we can’t lose track of the ballot box if you genuinely feel that it is possible to gain ground electorally, which I do.
Nigel has expressed for years his desire to retire out of the political limelight, he was never masquerading as a saviour for our demographic woes, he just wanted Britain to leave the EU. That has been achieved, albeit imperfectly, so the future of Reform is uncertain but if it can pressure the Conservative party into genuine change then he will have done us another great service. The priority is stopping the endless tide of immigration into this country, finally carrying out the will of the British people after all these years.
As stated, the next decade will be incredibly important for nationalism in the UK, any advocacy for lowering, if not outright stopping immigration, should be pursued as our top priority. Find a vehicle that suits you and begin supporting it, either from the sidelines or involving yourself if you feel able to. The difficulty with our brand of nationalism, one that advocates for the native White British population, is that it will make you a persona non grata in many walks of life. That will change, but for now it is understandably a risk many cannot take. These issues will be hashed out in the coming years, as more speak out and as the imported problems of immigration can no longer be hidden or obfuscated the less taboo the subject will become. Indeed, given the current events in the middle east are reverberating back to our shores many are seeing the current & future demographic problem writ large.
Fundamentally, we are walking on a similar but distinct path from Nigel, we can no longer expect him to be something he isn’t. That is delusional for us and unfair, ultimately, on him. By doing that, we risk fostering resentment and poisoning what have ultimately been positive developments for nationalism when we otherwise would have been scattered and homeless. I doubt we’ll immediately separate fully from his political influence but now is our time to step into the limelight.
Nigel Farage’s significance to British nationalism today will not be forgotten, like Enoch Powell before him, it is foundational for many. Here’s to ARE Nige! Always and forever!
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It’s Not Just Any Christmas, It’s a Little Shop of Horrors Christmas
What is Christmasy about setting fire to Christmas cards? What is festive about a giant Venus flytrap almost eating a small dog? Nothing, but apparently those are the kinds of Christmases two of the largest high-end retailers are trying to sell us, and we aren’t buying.
The release of Christmas ads in November launches the holiday season, and there are few greater British traditions than gathering around the kettle in the work kitchen to talk about the new John Lewis advert the day after it’s aired.
But the first major retailer to release its ad did not get the reaction it had hoped for. Marks & Spencer faced a backlash over its ‘Love Thismas, Not Thatmas’ ad, which sent the message that traditional Christmas needs to be burnt down, shredded, smashed, and go swimming with the fishes.
In one scene of the retailer’s clothing and home campaign, Sophie Ellis-Bextor turns her attention from browning marshmallows on a gingerbread house with a kitchen blowtorch to setting a stack of Christmas cards on fire. In another, paper hats get mulched into confetti, an elf gets launched off the roof of a house with a baseball bat – you get the idea.
It ends with the voiceover saying: ‘This Christmas, do anything you love.’
‘Do anything you love.’ Eschew the spirit of charity. Destroy Christmas and make it all about you. Not about family. Not about children. Reject tradition.
The John Lewis ad was worse. If the Little Shop of Horrors did Christmas ads, it would look like this.
In short, a boy’s Christmas tree seed grows into a giant voracious Venus flytrap with multiple sharp-toothed mouths, that at one point appears to snap after the family’s Pomeranian. Fearful of the carnivorous plant, the boy’s mother, grandmother, and sister take it outside.
But the narrative that you shouldn’t judge a predatory plant based on its natural inclination triumphs when the family joins the flytrap in the garden with their presents. And as if taking inspiration from the feverish delusions of a sick toddler, the ad ends with the plant snatching the wrapped gifts, gobbling at them, and spitting them back at the family, unwrapped.
John Lewis’s message is spelt out and very much the same as M&S: reject tradition. Or as the major retailer phrased it, the ad “celebrates the joy in the UK’s changing Christmas traditions.”
At one time, John Lewis set the standard for Christmas ads. Memorable favourites like Monty the Penguin (2014), the 2010 montage ad accompanied to Ellie Goulding’s rendition of ‘Your Song’, or the adventurous snowman ad of 2012, were warm, festive, and at times tear-jerking. They celebrated dreaming and childlike innocence. They felt like they were produced with true love for the season. While not all were cookie-cutter traditionally Christmasy in appearance, they conveyed those timeless values of family, sharing, hope, and gratitude. They were crafted with the skill of Don Draper.
The 2023 John Lewis ad is ugly nightmare fodder.
The affordable food retailers, however, embraced and celebrated the traditional messages of Christmas.
Asda leans enthusiastically into the festive season with its joyful, light-hearted ‘Make This Christmas Incredibublé’ ad, featuring Michael Bublé as a store quality officer.
Showing off turkey, mince pies, panettone, and enough cheeses to put a lactose intolerant into a coma, Bublé is funny and ostentatious. The sets are tastefully but festively decorated, and the ad is finished with the singer joining a choir of staff in an energetic rendition of ‘Walking in a Winter Wonderland’.
Asda struck the right chord and knew its audience. It knows they’re suffering under the cost-of-living crisis and says without saying: you can still afford to have a nice Christmas dinner this year.
The Aldi advert sees a return of Kevin the Carrot, this time in his adventures in a Christmas food-themed Willy Wonka’s factory. Narrated by British actor Jim Broadbent, lines of poetry convey deep-rooted values such as: ‘Only Kevin the carrot clearly understood the true meaning of Christmas and the importance of being good.’
And: ‘The season of goodwill was truly in the air, for Christmas is a time that’s sweeter when you share.’
But it was fellow German food retailer Lidl that stole the paper Christmas crown. A racoon who loves Christmas goes on a little hero’s journey to make sure a toy monkey gets delivered to the boy who he’s been watching through the window. While never discovered to be the creature that placed the toy under the tree, the raccoon is rewarded when the family dog takes a portion of Christmas dinner outside to share with him.
It was old John Lewis: full of innocence, adventure, mild peril, and generosity. It was moving and warm. It shared an important message: little gestures of kindness matter.
And the latter two retailers put their money where their mouth is: both Aldi and Lidl are part of the Neighbourly charity network to distribute unsold surplus food to local communities. Lidl is also hosting toy banks for donations in their stores and has said that it will be producing the monkey and raccoon toys for sale, with the proceeds going to Neighbourly.
These aren’t just empty words, but action. The desire to help comes through these ads and touches people. These are authentic expressions of the season of good will towards all men.
What I and people who took issue with in the M&S and John Lewis ads is not that some individuals reject traditional Christmas. People are free to have whatever unconventional Christmases they want and not be judged for it.
No, this is about people tired of being nudged by forces that shape our society and craft our media that our world must change. That even though we are in the majority, we must have our expression of our culture and tradition come second – or not at all – to unconventionality, modernity, and progression.
‘Don’t touch or break our Christmases,’ we’re saying.
These messages from John Lewis and Marks & Spencer were intentional, crafted by professional agencies that have been captured and work to serve the woke agenda and their ‘purpose-driven’ campaigns – sometimes at the expense of profit. While unconventional unChristmas ads are not woke in themselves, they originate from the same spiteful anti-tradition place.
But the fickle monster you feed eventually comes back to bite you over any perceived form of ‘hate’, slight, or microaggression. Case in point: Marks & Spencer had shared a still outtake from their ad to social media, showing paper hats burning in a fireplace, before quickly deleting it and apologising for any offence caused.
Not apologising to those Christmas-lovers who might have thought it mean spirited, but to pro-Palestinian activists. Yes, Marks & Spencer took seriously complaints that burning red and green paper hats was insensitive and stoking tensions because Palestinian flags also happen to feature red and green.
Let no good pandering go unpunished.
