I love the way advertising has become the bold, brave front of political statements. It's ironic that in our monopolized mainstream media, this is the forum that gets noticed and can buy its way anywhere. It's become something of an art form for big businesses with seriously big media budgets to make outstanding advertisements that reach cult status and viral sharing levels.
And this year, the Norwegian postal service did not disappoint.
I first saw this ad 2 days before Christmas, as a leading story on the BBC World page on facebook. 🤣 Gay Santa ad highlights big shift in Norwegian society. Needless to say the controversy created a huge amount of commentary and shares. Smart.
In When Harry meets Santa, the four-minute ad by Norway's state-run Posten postal service, the man is seen writing Father Christmas a letter to the North Pole with the message: "All I want for Christmas is you." And he gets his wish.
"We wanted to celebrate the 50-year anniversary since the abolition of a law prohibiting same-sex relationships," says Monica Solberg, Posten's marketing director. The ad has been watched well over two million times online.
"The magnitude of response took us a bit by surprise. We expected a reaction, but not to such an extent."
The ad raised few eyebrows in Norway or in neighbouring Nordic countries, but it has prompted some discussion beyond. As well as praise there has been criticism, with claims that it sexualised Father Christmas or that it showed Santa cheating on Mrs Claus.
In many parts of the world, the idea of a gay Christmas romance would be controversial. A survey on Thursday suggested many in the UK considered a gay Father Christmas "unacceptable" although there was a clear divide in age groups. Source
What you see on the BBC version of the ad is actually a shortened version. The longer, youtube version puts it into context and make this more than a passing fling.
There's more than one good thing here, though.
Apart from the whole Santa being more than a dispenser of toys and plastic junk, I love that he actually looks less than rosy and jolly - downright tired even, sometimes. I love that a myth and story is morphed into a 3D real image of a person, with al of the diversity, sexuality and conflict that might encompass.
Another "one good thing" is that it shows that not all relationships are about being together every day, but that doesn't make them less real.
Mostly though, I chose this as One Good Thing today because it has sparked global discussion about inclusion, humanity, family and the myths we tell our children.
50 years of legal, inclusive relationships beyond the heterosexual so-called norm? A standing ovation, Norway! A world leader in so many ways.
Grateful for Good Things, Every day.
