I hate the vacations. To me, the Christmas season appears principally like a capitalist ploy to promote us the concept that shopping for this or that reward will one way or the other get us nearer to the sort of healthful household cheer that promoting guarantees is feasible. That isn’t the fact that most individuals dwell in, after all, however for queer individuals, it feels much more advanced. For essentially the most part, we aren’t even included within the fantasies of vacation household enjoyable. This Norwegian Santa advert is the solely Christmas content material I care about as a result of it’s not simply promoting an LGBTQ+ fantasy — it’s additionally a glimpse into an optimistic future.

The 4-minute advert for Posten Norway, the Norwegian postal service, referred to as “When Harry Met Santa,” began airing two weeks in the past. Since then, it has been considered thousands and thousands of instances in a number of languages. Why, you is perhaps questioning, would thousands and thousands of individuals across the globe need to see a overseas advert for mail? Nicely, don’t take my phrase for it, however so far as I’m involved, it’s essentially the most healthful, heartwarming homosexual something on the web.

The brief movie size advert is in regards to the lifetime of a person, Harry, who catches emotions for Santa after getting a glimpse of him delivering presents one Christmas Eve. 12 months after yr, their relationship deepens over cookies, milk, and flirtatious laughter. Lastly, one Christmas Harry leaves Santa a love letter as a substitute of a present listing and nervously waits. That yr, Santa has Harry’s reward delivered by Posten Norway, which frees Santa as much as have a candy date with Harry. Their long-awaited cinematic kiss is overflowing with heat, romantic rigidity and, lastly, aid.

For an American queer, it’s not simply the refreshing sweetness of seeing LGBTQ+ love celebrated in promoting that makes “When Harry met Santa” completely sob-worthy. Sure, this advert poignantly finds some deep-seated eager for hygge winter love, however it additionally delivers hope. The advert ends with the announcement that Norway is celebrating “50 years of having the ability to love whoever we wish.” It concurrently pulls on the deep grief I’ve that this advert wouldn’t be doable in America, but additionally reveals a possible LGBTQ+ future.

It’s not that I would like extra product adverts geared in the direction of gays. However the terrifying genius of promoting is that it sells us future potentialities, and the truth that capitalism doesn’t even hassle to attempt to promote queer individuals the promise of vacation bliss makes it appear all of the extra implausible. Sure, that is clearly a sugar-coated model of what life is perhaps like when it has been okay to be homosexual for half a century, however I’m right here for this queer imaginary.



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