Riding the Wave, 5. Love Your Neighbor.
Christmas ads on television are starting to appear, along with cities lighting up their decorations. The decorations are early, the ads not as much, still, they could have waited another couple of weeks. This year, most don't really feel the holiday cheer. In Spain, the few ads that generate (or generated) any enthusiasm heading to the Christmas season, are the ads for Freixenet and Codorniu cavas. These wines, knowing most people buy sparkling wine at Christmas, would go all out to create ads with famous people acting out a story line. They have damped down since the glory days of the end of the last century, though. They're too expensive to create, and people are drinking less and less with each passing year. The other ads are for the Christmas lottery. These have passed from advertising magic, to, this year especially, bonds created between family and friends who share with each other the dream of winning some extra money at a very special time. These sometimes bring a tear...