Toward a more diverse Commercial Madness

Last year, I blogged about striving to be more inclusive during the Noël Commercial Madness. A colleague pointed out that the whole commercial madness season was centering on Christmas, a holiday not everyone celebrates. So how can you be inclusive if you are centering on Christmas?

Good point. As someone who did not celebrate Christmas growing up, I don’t see Commercial Madness centering on Christmas. It centers on heartwarming or comical stories. For example, the Amazon commercial focuses on perseverance and community support during the pandemic, while the Allegro commercial focuses on an elderly person learning English in order to communicate with his grand daughter. However, Commercial Madness certainly has Christmas as an omnipresent backdrop. Not every student will see themselves in this backdrop. So, this comment pushed me to think even further than last year (we are all on a journey).

And so, at my new school, I decided to anonymously poll my students, asking them how they would feel if I were to use Christmas/Holiday commercials to tell stories. If just one of my students answered “I would feel excluded”, I would not run any Commercial Madness:

Personally, what bothers me more with Commercial Madness is that it tends to only feature White body-abled heterosexual characters. That is because it heavily relies on French ads, which have a long way to go in terms of representation. That’s the reason why last year I recommended dropping French ads and seeking American or British ads that are definitely more diverse.

For Commercial Madness this year, I have handpicked 8 commercials that represent the beautiful diversity of our world. My favorite commercial comes from Amazon, a beautiful story featuring French dancer Taïs Vinolo.

I am sharing my list here together with some suggested tasks & activities. Some of these activities come from the amazingly creative Dustin Williamson. This list is by no mean perfect, nor does it represent everyone, but it strives to provide more mirrors, windows, and sliding doors for all my students.

Happy Commercial Madness season!

image credit: screenshot from Amazon 2020 The Show Must Go On


  1. Merci Cécile. En train de chercher un mouchoir après avoir regardé cette “pub”.

    Merci pour l’inspiration et bonnes fêtes de fin d’année!


  2. Cécile, Thank you for this post! I did go to TPT and purchased the 2020 Noël Pubs for $6.00. There is one commercial in your blog post I really like – the one where the grandfather is learning English. Will you have some activities for that one? If so, I’d love to see them and use them with my students. Merci! Nina Sarroub-Boyd ________________________________

Leave a Reply