Much as I relish the creativity of many of their efforts, I feel that this trend tells a worrying story both about the faltering attempts of business to redefine its place in the world and about our own need to grasp at almost anything to create meaning in our lives. In my book, we could do with rather more powerful stories at Christmas time. Any ideas?
Forget the Grinch stealing Christmas. This year, it is a cute little penguin called Monty that not only steals the show, but also the hearts and minds of the UK populace (and softies everywhere). British department store John Lewis has done it again, with a £1 million commercial (US$ 1.5m) that tells the story of a boy and his penguin pal, on the search for a flippered mate.