The Husband hates these time-wasters with a passion so red-hot that it burns through the chair he is sitting in. I, on the other hand, find the mental tapioca they provide so extremely soothing and calming. There is something serene about knowing the plot stylings so well in advance of viewing that I can almost predict down to the minute when the protagonist will realize all that has gone wrong in her life and take up with the standardized hunk of the day in order to give her life purpose and completion. The fake snow and tinsel merely add to the appeal.
But if truth be told, I find myself drawn to these films and the Hallmark Channel specifically because of the commercials that Hallmark runs at this time of year. They aren't merely thirty-second spots to hawk greeting cards, rather they are several minute stories or essays about deep and personal connections. There is the one about the former high school basketball player, now fully grown with a family of her own, who shows up to say goodbye to a beloved coach on the occasion of his retirement; or the one with the two sisters trying to downsize their childhood home to prepare their aging parents for a move; or my personal favourite about the new neighbours who try all year to connect with the curmudgeon next door, only to discover the source of his pain when he finally lets them in at Christmas.
Hallmark has discovered a formula for their advertising that is intensely personal and accomplishes what a great commercial should do. These spots force you to remember the company and, more importantly, why you should purchase from them.
In watching my Christmas movies on Sunday, I noticed something new from Hallmark this year. They have altered their tagline. For years, Hallmark's slogan was "When you care enough to send the very best." They have now shortened it to simply read "Care enough".
It's amazing how much power I find contained in this simple message. A large company is imploring us to just care. They aren't interested in your politics or your religious affiliation. They don't care how busy you are or where you live. They are sending out this simple moral lesson to old and young, rich or poor, people of all races, creeds, and colours. Care enough.
Maybe, for just a bit, we can stop what we are doing and follow through on this mantra.
Care enough.
Consider it when you are in a hurry and thinking it might be a great idea to run that red light or make that illegal turn or lane change.
Care enough.
Ponder it when you interrupt the busy salesperson who is already serving a customer.
Care enough.
Think twice before responding angrily to the online troll who is trying to bait you.
Care enough.
Remember it when passing by the person out in the cold who could use a meal and a pair of mittens.
Care enough.
Believe in it when you see your neighbour struggling to clear his walk or carry in her garbage can or groceries.
Care enough.
Surmise it when you become short of temper with the new girl at your favourite coffee place.
Care enough.
To visit someone who can't visit you.
Care enough.
To connect. Face to face. Voice to voice. In person.
Care enough.
To listen.
Our world is filled with problems. I can't pretend to have the answers to any of them but I do believe that if we followed Hallmark's lead and cared enough with small acts of kindness we could make a pretty good start.
I'm buying Hallmark cards this year for my holiday giving. They have earned my patronage.
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