The most memorable holiday commercial ever
I lived in Montreal for two years which gave me a unique perspective on how other countries approach their ads.
This ad for a chain called Swiss Chalet is an incredible study in dysfunction. If this were an independent film, it would have won awards.
Open on dad appearing like an unwanted Jehovah’s Witness on the doorstep of his daughter.
Dad It’s good to see you, Mandy. I thought I’d take you to your favorite place.
Daughter: I have a favorite place?
Dad: Yeah…you’ll see.
Cut to inside dad’s car as they approach Swiss Chalet.
Dad: Look familiar?
Daughter gives a Mona Lisa smile, belying her feelings. Is it bitterness? Happiness? No one knows.
Cut to inside Swiss Chalet where a server (an extra since we never see their face) approaches with two plates. Her dialogue might be genuine but her delivery suggests it is ironic.
Server: Your festive specials.
Cut to tight David Lynch like shot of Dad dipping his disgusting fingers into ketchup which is inexplicably covering iceberg lettuce.
Dad: Hey, remember this?
He takes the ketchup and puts it on his nose, acting the part of a sordid, depraved Rudolph.
Daughter (understandably embarrassed): Dad…
Dad: What? You used to love it. It’s Rudolph.
Daughter laughs, but her laughter quickly turns to something forlorn.
Cut back to Dad.
Dad: I missed you sweetheart.
Cut to daughter, choking down her sorrow like a dry french fry.
Daughter: I missed you, too….Rudolph.
The two share a laugh that was twenty years too late.
The daughter wipes Dad’s nose.
Logo: Swiss Chalet
From the time I saw this ad live, I made up backstories to explain their relationship.
Dad was emotionally unavailable to his daughter and only through years of Jungian therapy was he able to attempt to mend fences. She of course is wary and naturally so.
Dad was in prison for stealing to feed his cocaine habit which is what the Rudolph thing was about. An old nickname that he is trying to repurpose.
Dad was a deadbeat who caroused with other women, realizing only when middle age took away his rakish charm, virility and hair that he squandered what mattered.
Dad murdered someone, but because it’s Canada he served a light sentence, but his daughter wants nothing to do with him because he is a murderer. And it’s clear he killed his wife because she isn’t in the picture, and if his daughter is now married no one wants any part of this.
Note that there is no gift giving and he is taking her to a rotisserie chicken eatery. Sure it’s a sit-down restaurant but it’s not the Ritz. Perhaps Dad is still working through his problems and paying off the bookie, always one paycheck away from broken kneecaps.
There’s also a queasy Flowers In The Attic vibe to it. I get the sense that daughter really does not want to be there.
Tonight my daughter posited a brand new theory. They are playing “I’ll be home for Christmas,” throughout the spot and the “if only in my dreams,” lyric suggests Dad is in fact dead and she is hallucinating the entire thing.
It brings new meaning to the word “festive,” that’s for sure.
This is a masterpiece, not for what it shows but for what it leaves off camera for us to surmise.
I have watched it every year like people watch It’s a Wonderful Life because I still wonder at its true meaning. And I will never accept its face value story. It really is the gift that keeps on giving.
Happy Christmas, everyone.