Freyne: Mariah Carey’s Gucci Ad Tricked Shoppers Again
The columnist reviews six holiday commercials, noting that Gucci’s use of a famous song title contradicted the video’s content.
By Rafael Bailey ·
Gucci’s latest Christmas advertisement features Mariah Carey, but the star is not the one asking for love, Patrick Freyne writes in The Irish Times. The ad shows a building full of terrified servants and a large party with willowy models. Carey is surrounded by wrapped Gucci products beneath a tree. Freyne argues this contradicts the lyrics of her famous song. He claims the diva has made fools of us all by hiding her true desire for luxury goods behind a pop hit.
Tesco’s commercial focuses on a delivery driver played by Roisin Conaty. She brings produce to a house and discovers the recipient is Anna Maxwell Martin. The two are estranged friends who meet in the driveway. Martin’s car fails to start, so Conaty gives her a ride in the Tesco van. They share memories and reconcile in a warm hug. Freyne notes the apology from Conaty is vague. He wonders what she did to warrant the forgiveness, suggesting it might have been murder.
Walmart leans into the Scrooge story using Muppets. Freyne calls this a brave move for a union-busting company. He compares the misunderstanding of the source material to Elon Musk’s interpretation of science fiction. The ad features familiar characters like Miss Piggy and Kermit. He notes they are acting as strike breakers in this Victorian setting. The humor relies on the absurdity of the cast in a capitalist narrative.
Argos presents a deadpan scenario involving Richard Ayoade. A dinosaur and a creepy doll visit him. They instruct him to buy skincare gifts for his mother. He follows the advice. Freyne compares this to biblical events or the visions of Son of Sam. He suggests people do worse things based on talking hallucinations. The ad serves as a prompt for specific product purchases.
John Lewis stars Kristin Scott Thomas in a large, well-furnished house. Her grandchildren arrive and act as if they own the property. She hands them cash to keep them quiet. She retrieves Pickles, a wooden dog on wheels, from the attic. The toy speaks in a cockney accent and takes her on a shopping trip. Sam Fender sings a cover of a Rolling Stones classic. Only Scott Thomas can hear the dog speak. She keeps this secret to avoid giving the family more ammunition.
Tesco Ireland features a granny who tricks her grandson, Finn, into believing elves are everywhere. Finn builds a conspiracy wall and suspects a Tesco employee named Niall. The twist reveals Niall is actually a secret elf. Freyne praises the granny’s manipulation. He jokes that Niall should go to jail for being an elf.
Prada shows a winter scene with Maya Hawke and Sadie Sink. Hand-animated animals surround them. Mice steal stilettoes and cats react to handbags. Freyne notes the animals are not afraid of the celebrities or the leopard print clothing. He questions if the stars skinned the leopards themselves. He says he would not put it past them.
