Gregg Nunney: The hare has not thought it through!

The John Lewis bear and hare advert is messing with the world's ecosystems, thinks Gregg
The John Lewis bear and hare advert is messing with the world's ecosystems, thinks Gregg

In days gone by, if we wanted to know something, we waited until the library opened so we could find it out.

Now its tap, tap, tap – sorted. I opened Google and typed in “why do bears hibernate in winter” and the answer appeared in just a few microseconds.

It’s all to do with escaping the cold you see, that and the fact that if they didn’t, the species that they prey on wouldn’t have a chance to reproduce and create enough food for the bears to live off the next year.

It’s the circle of life and a key part of it is bears hibernating over the winter months.

Try telling that to the hare.

That pesky, droopy-eared, marvin-the-paranoid-android of the Lepus world has, as a result of its own selfish demand for companionship over the festive season, probably caused a ripple effect that will wipe out life in the universe as we know it.

It makes me feel less guilty about enjoying rabbit stew for my dinner.

I refer, of course, to the Christmas ad for John Lewis (other department stores are available) which, along with the Christmas ad for M&S (other high end retailers are... well you get my point) has become the talking point of the television world over the past few weeks.

The ads used to be the bit we fast-forwarded through but now it seems they cost more than the programmes.

They get “premiere” dates that are announced in the press, send Lily Allen to the top of the charts for the first time in years and earn themselves millions of views online.

The John Lewis ad doesn’t even show off the products – save for a red alarm clock – that we can buy there.

This new breed of Christmas ads have become a sensation.

The concepts are always clever and brilliantly emotive and I for one am already looking forward to next year’s.

That is, of course, if the hare hasn’t caused the end of reality itself...